A new installment of the documentary saga where through interviews the story of the clothing brand that generated controversy and fury is told.
Netflix premiered a documentary that reveals the darkest aspects of an iconic brand of the 2000s. Audiovisual production explores the story behind American Apparel, a company that marked a trend in fashion but hid questionable practices. The documentary exposes the toxic work environment that was developed under the leadership of its founder, Dov Charney.
The American Apparel brand became a cultural phenomenon during the first decade of the 21st century. Its stores and advertisements with suggestive poses were omnipresent. However, behind this facade of modernity and freedom a very different reality was hidden. The new Netflix documentary shows how the company worked as a control and manipulation environment.
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What is “Fiasco Total: American Apparel, the fashion sect”
The documentary Directed by Sally Rose Griffiths and produced by RAW and BBH deepen the history of American Apparel. Production is not limited to showing the commercial aspect of the brand, but reveals the internal dynamics of the company. Through former employees, the documentary exposes how the company functioned as a control system disguised as creative community.
The founder of American Apparel, Dov Charney, exercised absolute control. From hiring to advertising campaigns, all decisions went through their approval. The documentary shows how Charney used a speech for freedom and authenticity to justify questionable practices. Employees describe an environment where physical appearance determined labor opportunities and where ethical limits were constantly crossed.
The documentary reveals how store managers had to send photos of the employees so that Charney approved their hiring according to aesthetic criteria. The models and workers participated in photographic sessions where the line between the professional and the personal was blurred. Many of these situations occurred in the company’s apartments, creating an inappropriate work environment.
Production offers a raw look on how a company that promised to be different ended up being an example of questionable work practices. Through interviews with people who lived the experience from the inside, the documentary shows the contrast between the public image of the brand and its internal reality.
Trailer for “Fiasco Total: American Apparel, The Sect of Fashion”
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
