American Apparel has responded to plus-size contest winner/protester Nancy Upton, who we wrote about yesterday. AA’s creative director Iris Alonzo sent Upton–and a number of news outlets–a long letter explaining the contest’s motives and letting her know that she didn’t actually win (something Upton says she wasn’t really trying to do anyway, though she was voted into first place). It’s super long but we’ve excerpted parts after the jump:
Dear Nancy Upton,
My name is Iris Alonzo and I am a Creative Director at American Apparel. Along with four other women, I conceived of the Next BIG Thing campaign for American Apparel. Firstly, we are very sorry that we offended you. Our only motive was to discover and celebrate the many beautiful XL women around the globe who enjoy our brand, and to promote the recent size additions to our collection. Nothing more, nothing less. We would also like to assure you that no one is getting fired over your stunt, as you expressed concern about in a recent interview. We are fortunate to have a great boss who trusts and believes in our instincts and ideas, and we are still very excited about all of our Next BIG Things and looking forward to meeting our new XL brand ambassadors.
It’s a shame that your project attempts to discredit the positive intentions of our challenge based on your personal distaste for our use of light-hearted language, and that “bootylicous” was too much for you to handle. While we may be a bit TOO inspired by Beyoncé, and do have a tendency to occasionally go pun-crazy, we try not to take ourselves too seriously around here. I wonder if you had taken just a moment to imagine that this campaign could actually be well intentioned, and that my team and I are not out to offend and insult women, would you have still behaved in the same way, mocking the confident and excited participants who put themselves out there?
In the past, American Apparel has been targeted for various reasons, many times by journalists who weren’t willing to go the extra mile to even visit the factory or meet the people in charge. Dov is a great executive director and American Industrialist, but there are hundreds of other decision-makers in our company, over half of whom are women. I suppose you have read a few too many negative pieces about us that have helped to form your opinion of who we are and what we stand for, and perhaps this has clouded your ability to give us a chance. I get it. I read some of it too. As a creative who isn’t always the most tactful and tends to stay away from the limelight, maybe I haven’t spoken up as much as I should have over the past 8 years that I’ve worked at American Apparel. Perhaps I could have shed some light on some issues that have been left cloudy over the years. However, sensational media will always need something to latch on to and success, spandex and individuality (and mutton chops circa 2004) are certainly easy targets.
And ends (emphasis mine):
Oh – and regarding winning the contest, while you were clearly the popular choice, we have decided to award the prizes to other contestants that we feel truly exemplify the idea of beauty inside and out, and whom we will be proud to have representing our company.
Please feel free to contact me directly anytime. If you want to know the real scoop about our company before writing a story, I’ve got it (or if I don’t, I can put you in touch with the person that does!).
Best of luck,
Funny contrast with the CEO’s attitude towards Upton’s project (“That’s crazy; I like that.”), right?
Nancy Upton sent me the following statement:
“After receiving Iris’ email (along with several news outlets, despite it being addressed to me), I’ve decided to take a deeper look at American Apparel’s commitment to social responsibility. I’ll respond to Iris, publically per her decision, by the end of the week.”
Go to Runnin’ Scared for more Voice news coverage.