american apparel re-launches in the uk

Two years after shutting up shop on these shores, American Apparel is back with a new online store and a new approach to their ad campaigns. The clothes are much the same, with colourful basics, graphic tees, hoodies and disco pants all still available to shop. The overly sexualised images are a thing of the past thanks to the almost all-female exec team. Their Back To Basics campaign celebrates body positivity with unretouched photos of models – stretch marks and all – who are all over the age of 21 and were found via an open casting call on social media. Though it’s strictly digital for the time being, AA do have plans to bring back bricks-and-mortar stores to the UK so watch this space.

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