American Eagle released a new clothing line called Made in Italy – as exciting as it may sound, the collection may not be for you. In fact, unless you’re tall and slim, you’re out of luck because Made in Italy only features one size that ‘fits all’.
A one-sized clothing line might be reasonable if it offered lazy sweaters or flowy tops. Unfortunately, that’s not the case. In fact, they’re featuring tight crop tops and waist-hugging skirts. It makes no sense.
How can American Eagle offer a one-size collection when their sister branch, Aerie, just launched aerieREAL? Aerie’s REAL campaign features un-photoshopped models and advocates natural beauty. Not just that, but Aerie is beginning to showcase plus-sized models as well. Just when you begin to think the company is taking one big step forward, you’re wrong. Aerie is encouraging girls to love themselves, while American Eagle is doing the exact opposite. There is a major contradiction within the company here.
So why did American Eagle launch this new collection? Let’s take a look at Brandy Melville, which is infamous for their one-size-fits-most. Maybe AE is trying to pick up a few tips. How does Brandy get by with such a negative image and a limited consumer base? Even though people dislike the exclusiveness of Brandy’s one-size-fits-most, it creates a strong sense of desire. They’ve created a group of elites that they want the rest of the population to follow. And as humans, we always want to feel included.
Abercrombie & Fitch has recently been in headlines because people are baffled by the company’s level of discrimination. Employees at A&F are told to help the skinnier and better-looking customers. The better-looking workers are stationed at the front of the store while the rest work in the stockroom. They also refuse to manufacture larger clothes because they only want the “cool and skinny” people to represent their brand.
Ellen DeGeneres slammed Fitch in one of her monologues. “This is the smallest size they sell there. This is who they want to shop in there. Let me warn you, if you buy this, you should hang dry it or lie it flat… [audience laughs]”
The only thing that matters is branding and profit. Brandy Melville’s one-size-fits-most creates a sense of desire. I’m sure the company doesn’t care that they’re fueling minds with unrealistic body ideals. A&F doesn’t care about providing clothes for their consumers, they care about dressing the cool kids to represent the company’s image. And apparently, American Eagle is following en suite. They have now released Made in Italy to dress only the tall, slim girls, creating a sense of desire. Just when you think progress is being made in the fashion industry, think again.
Photos: blogto.com, youtube.com, motivationandchange.com