It comes as no surprise that I’m not won over by American Apparel or Dov Charney’s antics. I can’t respect a man who is quite clearly, well, a bit of a prick. Focusing on the company, however, one of American Apparel’s more distasteful policies is their long-held refusal to make plus-size products or to market to over size 10s at all. At present, a ‘large’ fits a small size 12. Their reasoning? Plus-sized women “aren’t their demographic.”
In a backhanded attempt at an olive branch (or perhaps their repositioning amid new fears they’ll be bankrupt very soon), American Apparel launched an online competition to find a plus size model to be the face and body of their new XL line. The XL line that would be for sizes 14 to 16, the average size of a woman in the UK.
From The Guardian, by Mariannne Kirby
In the earliest hours of September 17, while the customer service representatives for Evans, the UK plus-size fashion retailer, slumbered in their beds, an international fatshion (fat fashion) frenzy was brewing on Twitter. Plus-sized shoppers in the US and below the equator in Australia and New Zealand refreshed product pages and traded 140-character thoughts on the highly anticipated Beth Ditto collection.
In 2009, Beth Ditto, equally famous as lead singer of the Gossip and for her eclectic style choices and bold personality, worked with Evans to release a collection reflecting in-the-moment trends. The collection struck a nerve with its iconic pieces – and quickly disappeared from stock rooms. When word of Ditto’s second collection hit the internet, fatshionistas from all over the world were poised, credit card numbers at their finger tips, and ready to buy.