American Apparel SS16 campaign

After the legal vicissitudes that involved the brand’s founder and former CEO Dov Charney, American Apparel is back under the spotlight thanks to a new CEO – Paula Schneider – and a new advertising campaign, which introduces its SS16 collection.

Despite the entry of a woman at the reins of the brand of the double AA (and the numerous censorships over the years due to too-risqué images), the campaign appears extremely faithful to the aesthetic imagination that made American Apparel famous all over the world. The models – all non-professional – are portrayed in seductive poses, wearing few clothes and without a trace of makeup, conveying a fresh and malicious image at once.

You never change a winning aesthetic…