Visual analysis

American Apparel’s ads emphasized simplicity and authenticity, showing models in neutral, casual settings without overt sexualization or stereotypes. However, inclusivity was lacking, with limited diversity in representation. The focus remained on practicality and reliability, adhering to traditional advertising norms without challenging them.

Calvin Klein embraced minimalism, featuring sleek and professional campaigns. While avoiding excessive dramatization, the ads reinforced traditional beauty and gender norms—women as effortlessly sensual and men as muscular ideals. Inclusivity was absent, and the focus leaned toward aesthetic appeal and subtle sexualization, reflecting the societal standards of the time.

American Apparel’s ads heavily leaned into sexualization, with women portrayed in overtly suggestive poses (e.g., porn star Lauren Phoenix in minimal clothing) and domestic settings to emphasize desirability and familiarity. Men were depicted with unconventional body types but were still sexualized and objectified, reinforcing stereotypes. The brand’s focus on provocative imagery overshadowed any progressive or inclusive representation, relying instead on shock value and appeal to male audiences.

Calvin Klein continued to reinforce traditional beauty standards with both women and men shown in hypersexualized poses. Women were depicted topless or in revealing clothing, emphasizing sensuality and submission, while men were portrayed with muscular, idealized physiques. Minimalist settings highlighted the models but failed to include diversity in race, body types, or roles. The campaigns adhered to established norms of attractiveness, showing little evolution toward inclusivity or challenging gender stereotypes.

American Apparel's ads from this period continued their provocative approach, heavily sexualizing both women and men. Women were depicted in submissive poses with suggestive facial expressions, reinforcing stereotypes of beauty and youth while adhering to male-centered perspectives. A lack of diversity persisted, with models fitting narrow standards of attractiveness and being objectified in their portrayal. Similarly, men were depicted with unconventional body types but were still sexualized, albeit less overtly than women. While the portrayal of men slightly challenged traditional norms, the overall campaigns relied heavily on eroticism and lacked meaningful progress toward inclusivity or gender-neutral representation.

Calvin Klein maintained its focus on sexualized imagery, featuring models like Joan Smalls and Justin Bieber in hyper-idealized depictions of femininity and masculinity. Women were portrayed as seductive and passive, reinforcing traditional gender stereotypes. Men, exemplified by Bieber, embodied modern masculinity through muscular physiques, tattoos, and confident stances, blending rebellion and sensuality. Both campaigns relied on minimalist aesthetics to emphasize the models’ physicality but failed to showcase diversity in race, body type, or roles. The ads reinforced narrow beauty standards, objectified the models, and showed little alignment with the inclusive goals of the Beijing Platform's Strategic Objective J2.

In 2024, American Apparel’s ads reveal a stark contrast. Some campaigns show neutral poses and modest inclusivity, yet still exclude older models. Others regress into overt sexualization, such as featuring a naked woman in a suggestive pose, reinforcing harmful stereotypes. This inconsistency reflects the brand’s struggle to balance modern values with its provocative legacy.

Calvin Klein maintains its minimalist style, focusing on young, idealized physiques with limited diversity. Isolated campaigns challenge norms, like depicting Jeremy Allen White in a passive pose and Cara Delevingne in a dominant stance, highlighting new interpretations of masculinity and femininity. However, most ads continue to sexualize models and uphold traditional gender roles.