American Apparel's Latest Ad Controversy

American Apparel may be keen to move away from the controversy of its past, under former CEO and founder Dov Charney, but even good intentions go awry. A leaked email revealed that a model agent acting on behalf of the brand - which has been vocal about its desire to move away from the suggestive, often Lolita-esque, "real people" advertising of its past towards a less ´offensive´ marketing image - looking for "real models" in a less than desirable way.

"Company is going through a rebranding image so will be shooting models moving forward," an agent from Photo Genics  said in the casting-call email, shared by Animal New York and reported by The Independant."Real models. Not Instagram hoes or thots."

The agency has since assumed "full responsibility for the email contents," and its director added: "The casting email and its contents were intended for a handful of models that would be attending the casting. The comment made at the end was made in jest with models whom I have a personal relationship with and did not reflect the views, or directives by the client. I apologise to all those who were offended or affected by my comments, as it was not my intention."

The company's new CEO, Paula Shneider, told Bloomberg  recently of the advertising changes: "It doesn't have to be overtly sexual. There's a way to tell our story where it's not offensive."