It has since been removed by the brand but Twitter users are still sharing it - along with their fury.
- The Vagenda Team (@VagendaMagazine) August 7, 2014
The image, used as part of a 'back to school' advertising campaign, portrays a young woman in a pleated tartan green mini skirt leaning into a car window and revealing her underwear. Basically a sexist schoolgirl fantasy.
Emilie has since sent out the following to showcase American Apparel's continuing and constant use of sexualised imagery.
To those complaining that they can't see the skirt pic anymore; it's cool you know, because these still exist 😒 pic.twitter.com/EuaWZZ4T15
- Em (@anygirlfriday) August 7, 2014
Although the 'back to school' picture has been taken down, the image below - which is arguably just as suggestive as the one breaking headlines - is still on American Apparel's Instagram page.
It's not the first time the brand has deliberately courted controversy with its porno ads. The 'Made in Bangladesh' campaign caused a stir back in March and their mannequins with pubic hair shocked customers in New York in January.
The question is, when will American Apparel learn that there's a difference between getting people talking and being downright offensive?
Do they need to stoop so low to sell clothes?