Last year things were looking bleak for American Apparel. Sales were down, stores were closing, the founder was ousted and the provocative ads we had come to know and love were reportedly going away. But now the company has unveiled the new look of AA advertising.
So let's cut to the chase. This new version of Dov Charney's brainchild is no "Meet Trudy," one of the racier campaigns the brand has produced. But at the same time, this is no sanitized, sterile commercial shoot either. Instead, it straddles this middle ground, respecting the saucy heritage of the label while doing away with the casting of Instagram thots.
All we have to say? If this is a sign of things to come, keep it coming.
Expect to see this and more as the company's "first truly global marketing campaign" roles out come June. With it will come an emphasis on what the Made-in-LA brand is calling their "perfect T-shirt," which will be slightly lighter than typical AA tees with a tinkering in fit.
Oh, and if you ever found yourself squeezing into the label's older designs, rejoice. According to Cynthia Erland, the company's senior vice president of marketing, you can look forward to expanded sizing from now on.
So far, we like what we see.