American Apparel (2014)
As regular readers of torpedo the ark will have gathered, I have a perverse critical interest in pygmalionism and female genitalia and in particular the manner in which culture determines the appearance of muffs and mannequins. And so, naturally, I feel obliged to say something about the latest window display from try-hard-to-be controversial retailer American Apparel.
Sadly restricted (so far) to their store on East Houston Street, New York, the window features extremely beautiful mannequins wearing geeky glasses and revealing dark nipples beneath see-through bras and an unnatural natural abundance of dark pubic hair beneath see-through knickers. Indeed, so lavish is the bush on one model that it juts defiantly from the sides of her high-cut underwear.
Some passers-by smile. Some look away in disgust. And some, of course, take photos. But the window has certainly aroused media attention and fed into a conversation about the need or non-need for women to obsessively remove all traces of body hair. One might even be tempted to speak of a growing backlash against the pornified ideal of a completely denuded cunt - an ideal which the fashion and cosmetic industries have long shared and eagerly promoted, so it's a wee bit disingenuous to say the least when a spokesperson for American Apparel tells us that they are a company that has always celebrated natural beauty and believed in keeping things real.
Still, having said that, it's a qualified two cheers for the window display and for the visual merchandizing team of Sawyer Ballance, Julio Delgado and Molly Hatch - whatever the thinking or commercial consideration behind it. The campaign obviously continues to exploit female bodies, but perhaps it also opens up another option for young women who belong to a generation that has been obliged to wax and shave and deodorize relentlessly and who now have the ugly word labiaplasty in their vocabulary.
