If you had to find one good thing about the way American Apparel casts its models, it’s that the brand always seems to have a diverse group of young women wearing its clothes. But all of those women are really, really skinny, and now that American Apparel is selling up to a size extra large it’s awkwardly trying to find bigger models to “fill out” those sizes.
The marketing geniuses at the made-in-America basics company have launched what is perhaps the most uncomfortable and out of touch plus-sized model hunt in the history of model hunts. Called “The Next Big Thing,” the hunt asks women of size to send in photos of their “curvaceous bods” for the chance to be the face of American Apparel’s plus sized division. Nevermind that the biggest size they now sell, a 14, is considered a straight size by most retail institutions. Here’s the pitch:
Calling curvy ladies everywhere! Our best-selling Disco Pant (and around 10 other sexy styles) are now available in size XL, for those of us who need a little extra wiggle room where it counts. We’re looking for fresh faces (and curvaceous bods) to fill these babies out. If you think you’ve got what it takes to be the next XLent model, send us photos of you and your junk to back it up.
Just send us two recent photographs of yourself, one that clearly shows your face and one of your body. We’ll select a winner to be flown out to our Los Angeles headquarters to star in your own bootylicious photoshoot. Runners up will win an enviable assortment of our favorite new styles in XL!
Show us what you’re workin’ with!
Oh, man. If the superflous plus-size puns weren’t enough to turn your stomach, did the amount of sleaze in those few short paragraphs do the trick? We would say that expanding its product assortment to include women who aren’t itty bitty is a good thing, but if American Apparel has to resort to insulting those women with pick up lines chubby chasers stopped using in the early aughts, we’d almost prefer it if they didn’t sell bigger clothes at all.