So in short – Zeitgeist brand American Apparel prefers Solange to Beyonce.
Following the recent revelation that when it comes to staff the company is more interested in the natural hair look than what they wrongly referred to as the trashy look, there’s been a lot of hoo ha about American Apparel having policies on Black hair. On many blogs and forums many black women were getting upset, claiming that we can wear our hair the way we want to.
Folks, we are getting upset for the wrong reasons. We don’t need another natural vs straight hair debate, I think the majority of black women now sympathize with India Arie, when she sang ‘I am not my hair’. American Apparel’s target group is the 20-something yr old student that is sexy and the trendy. As part of their marketing strategy, they also seem to want the staff to be young, sexy and trendy. According to American Apparel, trendy, when it comes to black, is natural hair.
The fact that natural Afro hair is now trendy, is not a bad thing. After all, we have spent at least a century believing that our natural hair is unmanageable and/or ugly. It is the assumption that if you are not trendy in an eclectic kinda way, then you are trashy in a commercial hip hop kinda way, which is prejudiced. What American Apparel doesn’t seem to get is that you can be eclectic and trashy OR hip hop and classy.
Personally, as confessed in a previous post, I do shop at AA quite often, but after having read Gawker, I’m starting to wonder whether I need to make my shopping decisions more in line my ideological views… Anyway, more about that in another post.
Check out Solange’s damn blog btw, she and her friends look like the quintessential American Apparel girl, don’t you think?—
Hi! I’m Minna Salami. I’m a writer, blogger, columnist, lecturer and speaker and the founder of the feminist blog, MsAfropolitan, which connects feminism to contemporary culture from an Africa-centred perspective. I’ve been listed alongside Michelle Obama and Angelina Jolie as one of “twelve women changing the world” by ELLE and my work has been used as a resource and case study at universities around the world. Like what you just read? Sign up above to receive new posts directly in your inbox.