American Apparel is Back to Basics: UK Relaunch


Warning: A non-numeric value encountered in /var/www/vhosts/fluxmagazine.com/httpdocs/wp-content/plugins/new-royalslider323/classes/rsgenerator/NewRoyalSliderGenerator.php on line 339

It’s a fashion collection that shouts like they’ve never been gone. Los Angeles brand American Apparel follows its return to the USA with the launch of a new digital store in the UK and a Back to Basics campaign.

The 2018 version of the iconic American brand is still all about cool, hip basics. But now American Apparel has a rejection of poseur chic in favour of a real people ethic that’s right in tune with the growing zeitgeist.

 

 

American Apparel celebrates its UK return with fashion and photography that reflect all that was best about the brand. The quality promise, authentic tone and natural, honest, unretouched aesthetic are still there. So is the activist sensibility of the brand, with a renewed focus on body positivity, inclusive sizing and attractive new pricing. The ethics also extend to the manufacturing – sustainability and sweatshop free are keywords. It’s all the hipster style, with a 2018 ethic.

Loyal fans can look forward to American Apparel favourites. Classic t-shirts in a rainbow of sun-soaked colours, iconic disco pants, high-waisted jeans, bodysuits, metallic leggings, unisex hoodies and fisher man jumpers.

The reimagined DNA of the brand is reflected in its ‘Back to Basics’ launch campaign rolling out on billboards and online. The campaign features a line-up of everyday models aged 21 plus, all cast from an open call via American Apparel’s social media channels. Setting the tone for the brand to work with real people, the campaign models represent a diversity of body types, ages and ethnicities with a playful, confident, honest spirit.

To check out the new American Apparel collection, go to www.americanapparel.com/uk

Tags:

You May Also Like

Adagio for Flags – fashion photography by CHRISTOPH KÖSTLIN

In this new fashion photography series by CHRISTOPH KÖSTLIN, the inspiration comes from the isolated heights ...

It’s a Mad & Unique World with La Terre Est Folle

It’s a Mad World with La Terre Est Folle – words Catherine Harris Lebanese ...

Brussels turns surreal for René Magritte’s 50th anniversary

Words: Jeanette Farrell Nothing beats travelling by train. The luxury of time spent watching ...

Shoes guys

5 Types of Shoes Every Guy Should Own

words Al Woods We don’t want to make you worried, but you probably need ...

Dr. Martens: Stand Up and Be Counted Manchester

Throughout Dr. Martens’ history, the brand has been adopted and subverted by countless free-thinking ...

You can never be too much you

You can never be too much you – Georg Jensen in bold new move

We’re used to advertisements showing dynamic women doing dynamic things but they usually just ...