American Apparel is back – this time without the uncomfortable, hyper-sexualised imagery.
The brand packed up shop in the UK in 2016, after going into administration and years of battling criticism over its near-pornographic treatment of female models.
But it’s now been relaunched online under the leadership of an all-female board.
Its new campaign, created by UK agency Thinking Juice, is taking a different approach.
The brand’s new owner, Gildan Activewear, says that will American Apparel will still be sexy, the goal this time isn’t to sexualise or exploit women but rather to treat models of both sexes equally.
‘We don’t believe in covering up,’ Sabina Weber, head of brand marketing at Gilden,… Read the full story