Early last year, Paula Schneider was welcomed as the new CEO of American Apparel, having been appointed following the ousting of the brand’s controversial founder and CEO Dov Charney.
One thing Charney pioneered for over 20 years at the helm of the brand was AA’s candid snapshot aesthetic, with its often sexual images occasionally being so provocative that some campaigns were banned in the UK. In fact, the company became as known for its X-rated advertising as its ethical manufacturing processes or socially-forward agenda, promoting LGBT or immigrant rights.
When Schneider took control, it wasn’t certain how far their past aesthetic would be phased out for something less eyebrow-raising. As she told Business of Fashion last year, “There’s a way to tell our story where it’s not offensive. It is an edgy brand. And it will continue to be an edgy brand.”
It seems fans needn’t have worried too much – AA has just released its new campaign, which seems to show they aren’t straying too far from their roots. The images feature a diverse range of models (including one found by a recent worldwide open-call) and champion a natural, unretouched beauty. The images come after AA announced they were teaming with Postmates to launch on-demand delivery, meaning customers could have products in their hands in just one hour – as tried and tested by our friends over at The Fashion Law.