American Apparel Relaunches With "Back To Basics" Campaign
With a new focus on body positivity, inclusiveness and diversity.
After a rocky 2017 — which included its acquisition by Gildan and closing every single U.S. store — American Apparel has relaunched globally. To mark its return, the brand has launched the “Back To Basics” campaign, which showcases the brand’s focus on key staple pieces. The label will stock a range of all-time favorite pieces from its past, including color-blocked T-shirts, unisex hoodies and fisherman pullovers.
The brand has been plagued by allegations of misconduct and sexual abuse — mostly due to its founder Dov Charney, who was sacked in 2015 — and its new ethos that is “more focused on body positivity, inclusiveness and diversity than ever before” marks a clear break from this history. This is reflected in the campaign, which features a diverse range of models who were all cast through American Apparel’s social media channels. The label will relaunch on April 24 with a brand new web store.
In other fashion news, take a look at the full Palace x adidas Originals Summer 2018 lookbook.
