The entire back cover of the current issue of Time Out! Chicago is an advertisement for leotards from American Apparel.

So... they're not just for dancers anymore? Mind you, this site is possible NSFW (see previous threads about banner ads on Pitchfork).

http://www.americanapparelstore.com/women-one-pieces.html

Where would a girl wear an outfit like this? Back cover adverts aren't cheap to purchase or print, and to use it for a product that only a handful of your customers is going to buy seems like a waste of money to me.

Or has the advertisement done its job? I'm already deeply intrigued by the product and starting to wonder whether AA is actually changing the rules about how we think about the leotard.

Truth be told, I'd love to see my girlfriend in one of these, but what if it's all just a joke? A product designed by a company just to draw attention to its main line of clothes, and not actually turn a profit on its own? An item that no girl would ever leave the house wearing, and more often than not, not even want to put on indoors for any reason? And from what I've read about American Apparel's founder, unitards and leotards seem like the sort of outfits that he'd commission to be made just for his own kicks.

But still, I sincerely hope this catches on... overweight 40 year-old women aside, I mean.

I know a bit about him but what is it that you've read? I'm interested in comparing notes.

For some reason, these don't do anything for me unless they have the tights on, too.

Weird, the fashion of Three's Company appears to be making a comeback.

they've had that shit in the store for over a year. people forget the store is groomed around the idea of 'basics.' they intend for you to throw on some ballerina flats and maybe a loose cotton skirt with the unitard and some kind of tee or shrug on top. or you can actually use it to dance or work-out in. it's a big wutever-you-wanna-do-with-it,-fuck,-even-cut-it-up-or-paint-or-silkscreen-over-it-for-all-we-care. they simply advertise each piece in simplicity to make a statement.

i think dov charney is genius despite his problems with employees and what that heinous writer claudine ko did to him at jane magazine (heinous mag) that furthered the sex scandal. she basically entrapped him and made him think it was ok to do as he did and then later pulled an 'omg!'

they talk about it a bit here, but you'd have to read the jane articles she wrote to decide for yourself.

(hey, those little short velour jumpsuits are cute for throwing on over your bathing suit at the beach.)

I like that it's called a romper. I could use some more romping in my life.

wasn't madonna in a leotard for that performance at the Grammy's? if she was, is she responsible for this phenomenon?

no. corseted spandex leotard.

srsly, it's not a phenomenon. ethereal and indie bitches have always used dancewear in their wardrobe. and most chicks aren't comfortable wearing them. half the shit at AA does not take on well with the public.

Like anything like this it's only a good thing if you are lucky enough to see the 5% of th popluation who look great in these more than the 20% who make you wish you hadn't eaten.

Heh, reminds me of Lenny Bruce's bit about Lima, Ohio: "She wore the kind of dress you can see through and you don't want to..."

Yep. My saying is people that wear leotards are the ones who shouldn't be. That woman who takes up her seat and most of yours on the bus? She'll be wearing leotards.