American Apparel is back with classic, timeless fashion styles and a new approach that is more focused on body positivity, inclusiveness and diversity than ever before. The new collections feature traditional American Apparel quality and style but are now available across a more inclusive range of sizes and fits.
What will not change is American Apparel’s authentic tone, showcasing real-world models, unretouched photography and natural honest settings. “We have deep love for our global customers, who really love and get the brand’s sense of humor and irreverent nature,” said Sabina Weber, Director, Marketing at American Apparel. “They also know the quality and the timeless, effortless styles that we offer and they miss having those pieces in their closets.”
Loyal brand fans can look forward to all-time favorite styles, including the classic range of T-Shirts in a rainbow of sun-soaked colorways, iconic Disco Pants, High-Waist Jeans, Bodysuits, Metallic Leggings, Unisex Hoodies and Fisherman Pullovers.
The authentic DNA of the brand is delivered with the ‘Back To Basics’ launch campaign, featuring a line-up of everyday male and female models aged 21-plus, all cast via American Apparel’s social media channels. Setting the tone for the brand’s pledge to work with real people, the campaign models represent a diversity of body types, ages, and ethnicities, all sharing the same playful, confident and honest spirit. The launch campaign will be the rolling out digitally and across billboards in selected markets globally.
Now owned and operated by Gildan, one of the world’s largest and most responsible manufacturers of apparel, American Apparel is now able to offer the same great styles at more affordable prices, without ever compromising the brand’s promise of quality products and commitment to being ethically-made and Sweatshop Free.
American Apparel products will be available online from 24th April at www.global.americanapparel.com.