"CONGRATULATIONS, AMERICAN APPAREL! You got 35 percent – nearly 10 000 votes – of the 27,901 votes received during the week," Swedish gender studies lecturer Tomas Gunnarsson, aka the Gender Photographer (genusfotografen), wrote on his blog on Friday.
Gunnarsson's campaign was launched by listing a series of nominees on his blog on Sunday, with over 200,000 visitors subsequently taking notice.
The blog entry offered readers a chance to vote for whom they think has been the worst example of blatant sexism and thus rightful recipient of the "Sexist of the Year 2013" title complete a mug in the shape of a golden breast (Guldtuttmuggen in Swedish).
Gunnarsson posted the results on his blog on Friday and revealed that he planned to hold an impromptu awards ceremony at American Apparel's outlet on Götgatan in central Stockholm on Saturday afternoon.
The campaign featured unisex clothes advertised using fully clothed men but near-naked women.