The controversial brand is making a comeback.
American Apparel experienced a particularly abysmal 2017, which saw the foreclosure of every American brick and mortar location, as well as an acquisition by Gildan Activewear. The brand has experienced unsettling losses unfollowing former CEO Dov Charney's sexual misconduct allegations, which effectively left a bad taste in many consumers' mouths.
However, the retailer is re-launching globally with a "Back to Basics" campaign that reveals American Apparel's signature minimalist stylings. Included in the roster are customer favourites such as colour-blocked t-shirts, unisex hoodies in a variety of shades and hues, as well as fisherman sweaters.
The brand is now manifesting an ethos that is more "focused on body positivity, inclusiveness and diversity than ever before." The campaign reflects this ideology, and features a selection of models from different ethic backgrounds sporting various body sizes. The participants were all cast through American Apparel's social media channels, giving the set of images an aura of authenticity.
The company is set to return on April 24, and will include a brand new e-commerce website. Peep some images from the campaign below: