Former cult brand American Apparel re-launched this week in the UK, the company has had a fully re-branded makeover and is staying away from overly sexualised images which saw the previous company director Dov Charney face many cases of sexual harassment. Here’s a previous post on their Controversal Campaigns.
The new owners Guildan Activewear Inc, a Canadian-American manufacture have decided there’s nothing wrong with advertising the clothes in a ‘sexy’ way it’s just how that sexy comes across which is important, it’s not about sexualising the models it’s about empowering them. It’s refreshing to see that they do not agree with how the company was formally represented, this is how they used to try and appeal to consumers with their Back to School Campaign.
As before the models are ordinary people, not professionals and are from a wide background of different cultures, diversities and sizes. The photos are also unedited which is great because it means that there won’t be any photo-shopped images and shows a true representation of the products and people. It doesn’t matter whether you have stretch-marks or acne etc… it will not be edited out like it’s a problem or like ‘perfection’ needs to be put out there in order to sell the clothes.
“Our customer has never really cared about the ‘American’ in American Apparel because it was made in America. They’ve always cared about American Apparel because it stands for certain values of authenticity, diversity and ethical manufacturing and we keep all of those values now, even though we are not necessarily made in the US,” says Silvia Mazzucchelli, vice-president, direct to consumer. (Theguardian.com)
I am not 100% sure if that statement is true about the customers but in my opinion I thought it was great that the products were produced in America and boosted the job trade over there, far too many companies import now. There is the option to purchase the American made version or globally made one, of course the global one is cheaper in price.
Do you like how the company has re-branded?
Will it gain cult status again?
*Images from Americanapparel.com