American Apparel Re-launches in the UK

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.

American Apparel Nylon Tricot Cropped Tank Top

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) 

American Apparel Denim Lace Back Dress

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?

Sources:

https://www.theguardian.com/business/2018/apr/20/american-apparel-returns-as-an-inclusive-online-retailer

*Images from Americanapparel.com 

Primark Mini Clothes Haul 2014

In celebration of Student Finance being in the bank I thought I’d celebrate with a trip to Primark and picked up some great items for going back to university.

£3 Beanie
£3 Beanie

First up is this novelty beanie hat for the small price of £3, I love cats so it was the perfect match and I also like getting a new animal beanie every year; last year was the Raccoon hat also from Primark and a year or 2 before the Panda beanie from River Island. This cosy hat will be perfect for when the weather becomes much cooler and it’s also rather cute!

£6 T-Shirt
£6 T-Shirt

Jurassic Park brings back memories of watching it as a child and being terrified of the dinosaurs! so naturally I had to pick up this top as it is such a cool film, I also love the retro/vintage look the top has with the rose floral print. Primark are doing well in terms of film and TV t-shirts as they’ve had a great range over the past couple of months; it’s also nice to see that they didn’t subject Jurassic Park to Menswear.

£7 Skinny Jeans
£7 Skinny Jeans

Skinny jeans are essential to me and having had my favourite pair now get a hole in the knee I decided it was finally time for me to buy some more, I picked up two great pairs for £7 each in black (not pictured) and grey and funnily enough they feel quite soft and not like jeans at all which is a bonus! I love that the cost is so little so if the unfortunate hole in the knee happened again I could easily replace them.

£8 Boots
£8 Boots

I thought I’d end my haul with my wish list boots, unfortunately when I decided to go back and get them the queue was far too large and I would have missed my bus resulting in another hour wait! The boots cost £8 and also come in blue and green, I adore the colours and have a blue pair from last year. Only problem being they are a suede material so not great for the rain!  I’m not personally a fan of the Chelsea boot trend which I seem to be seeing everywhere so it’s a great change for people like me what want a simple pair of pixie style boots. 

Have you had a Primark haul recently? Drop your links in the comment box I’d love to see what you’ve brought! 🙂

American Apparel: CEO Misconduct

american-apparelIf you Google American Apparel then you will see pages of images filled with sexually graphic content, it’s hard to believe this is a clothing company…

Dov Charney the CEO of controversial company American Apparel has been fired after coming under many sexual harassment cases, the 45-year-old who founded the company in 1998 is believed to have undertaken an unprofessional approach to his female employees, it is said he walked around in his underpants in front of them and even brought they sex toys as gifts. Although he has come under fire for many sexual harassment cases the company have always backed him and no cases have been successful, it has recently emerged that the company have let him go due to ‘misconduct’ it is not clear what he has actually done.

american apparel store openingSuch controversial advertisements like shown above prove that Charney has a lack of respect for women, previous employees claim he acted inappropriately during interviews and were even asked to masturbate in front of him, surely this should have rung alarm bells with the other directors and shareholders within the company? Whilst being interviewed by a journalist she claims he had a sex act performed on him whilst being part of an interview, this CEO clear should have been removed from the company long ago, just because he has ‘power’ within the company doesn’t mean he should abuse it and harass those around him.

Dov CharneyTo check out some of American Apparel’s controversial campaign why not read https://chasingtheimpossibleblog.wordpress.com/2014/01/17/american-apparel-controversal-campaigns/

http://www.theguardian.com/fashion/fashion-blog/2014/jun/19/dov-charney-american-apparel

http://www.independent.co.uk/news/business/news/american-apparel-fires-founder-dov-charney-after-misconduct-inquiry-9547865.html

*images from Google

American Apparel: Controversal Campaigns

It’s no surprise that the store fronting mannequins with full pubic hair is a store that also printed a t-shirt of a menstruating vagina just last year, the store of course is American Apparel.

Controversy is the forte of this store, with previous advertisements bordering pornographic (photos to come shorty) Women are constantly sexualised by this brand so this latest stunt to grab attention doesn’t come as a surprise with the use of female mannequins.  The mannequins are fronting full pubic hair and realistic nipples shown in see through underwear, but what is the point to this campaign? Does it make you want to go in store? It’s certainly been a good way of publicising their selves as many stop and stare at the displays as well as talking about it worldwide.  

american-apparel mannequinsThe pubic hair campaign is for a Valentines Display, I fail to see it.

An advert which features a model wearing just sports socks with hand placements to look like masturbation is another example of an extreme advertisement they have previously used and had banned. You would think a clothes shop’s primarily focus would be to sell the clothes and not to sell sex.

american-apparel-ads-2011-mainAnother shocking advert for the company which features sheer pants showing off more pubic hair, why is this company so obsessed with pubic hair and vagina’s?  Personally I don’t find the adverts to be that clever or appealing but their sales tactics appear to be sold on controversy and shock alone.

american apparel store openingThe finally shocking advertisement is the one above which is for a store opening, funny how the store details are in small print and barely noticeable. The owner Dov Charney clear has no respect for women otherwise why would he sexualise them to such an extent just to ‘sell’ clothing although very little is worn in advertisements.  Another issue I have with all this is that the models always look quite young, sexualising young women gives off such a terrible impression, it makes them look like objects rather than human beings.

*images from Google