American Apparel Responds After Plus-Size Model Contest Stunt Becomes Popular

In case you haven’t been following the sudden rise to fame of actor/artist/student Nancy Upton‘s spoof on retailer American Apparel‘s plus-sized model contest (called “The Next Big Thing“), we highly recommend catching up quickly, as it keeps getting better. In addition to her own blog, Extra Wiggle Room, Upton herself recaps the whole experience over at The Daily Beast, wherein she details how she was put off on AA’s call for plus-sized women to send in shots of themselves for seemingly no other reason than to promote the brand, she brought in a photographer friend to shoot her gorging herself with food, all in model-like fashion-ish settings. And likely because her idea was so clever, the photographs so well done, it being the sort of thing that quickly catches fire online, and that the company opened up the contest to public voting, Upton wound up winning. The whole thing has been wonderfully fun, and now said fire has been stoked a touch, with the company’s creative director, Iris Alonzo, not only answering Upton directly in a lengthy email, but simultaneously forwarding the response to dozens of media outlets as well. While well written and occasionally apologetic, it’s sure to keep the story going at least through into the weekend. So had you not already jumped on board to the 400,000 conversations going on about the whole thing, here’s your chance to enter the fray with some new energies behind it.

Publish date: September 15, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT