Two years after going into administration, cult Los Angeles trend fundamentals model American Attire celebrates its UK return with a brand new method specializing in physique positivity and variety. After closing down 13 shops throughout the UK in late 2016, the model relaunches within the UK on April 23rd with a shiny on-line retailer and a brand new marketing campaign, entitled Again To Fundamentals. The product vary will function a extra inclusive measurement vary and new value factors however loyal model followers will nonetheless have the ability to discover traditional types together with T-shirts provided in all kinds of shades, the much-loved Disco Pants, high-waisted denims, bodysuits, metallic leggings, unisex hoodies and fisherman pullovers.
Following the controversy surrounding American Attire’s hyper-sexualised photographs and quite a few allegations of sexual harassment in opposition to model founder, Dov Charney, the model’s new homeowners Gildan – a Canadian retail large – introduced in an virtually solely feminine govt board. Spearheading the model’s return is Sabina Weber, the Vice President of Model Advertising and marketing. “We didn’t need to change the model, relatively to refocus it on its optimistic and highly effective points. We went by the archives of AA imagery to re-inspire our group and evolve from our personal DNA,” Weber instructed Vogue.
“We function actual folks, unretouched and genuine. We nonetheless use the identical flash images and minimalist design method. What actually modified is our method to attractive: our fashions are over 21 and we have a good time their sexiness with confidence, from a girl’s standpoint – they’re in management and we merely have a good time their distinctive methods of being attractive and body-positive.”
The brand new marketing campaign is actually paying homage to the model’s authentic imagery however while beforehand younger ladies stared coquettishly into the digicam, typically stretching in risqué poses, right here the fashions take again management. And although there should still be some option to go by way of variety (nearly all of the fashions featured are younger and slim) the photographs are uncooked and unretouched with fashions proudly revealing stretch marks and their pure magnificence.
“We’ve a passionate advertising group – principally younger ladies – who’ve been passionately contributing to the evolution of the imagery and voice of the model,” Weber continued. “[We] scrutinise each mannequin, each piece of copy, each image. We need to emphasise physique positivity, variety, inclusivity, empowerment, in a contemporary, considerate, and culturally related method… There’s something deeply private and particular when you’re driving each side of the model with a group that’s absolutely targeted on the identical goal.”
The model is dedicated to broadening its inclusivity and illustration within the coming months. “We simply shot our Satisfaction marketing campaign and we used LGBTQ folks from all throughout the gender spectrum to launch our new graphic tees: “They OK’ (celebrating all pronouns throughout the gender spectrum) and “Nonetheless Right here, Nonetheless Queer”,” Weber asserts.
However for now, Again To Fundamentals, the brand new marketing campaign includes a line-up of female and male fashions everywhere in the age of 21, solid from an open name by way of American Attire’s social media channels. The launch marketing campaign can be rolled out digitally and throughout billboards in London and Manchester. The solid sport the colorful wardrobe staples so many people are greater than conversant in, from the mid ’00s. “We wished to faucet into the sense of nostalgia that individuals have for the model,” Weber states. “Everybody has a reminiscence and historical past of purchasing with the model and people key items create a visceral feeling for our buyer. And the nice factor is they’re fundamentals in order that they by no means exit of favor.”
Whereas the model is wholeheartedly dedicated to turning round its tarnished picture is it equally devoted to making sure that the garments are produced ethically and sustainably, particularly now they’re obtainable at lower cost factors? “American Attire has at all times been ethically made, in services the place workers had been handled with respect and dignity and paid honest wages. Since buying the model we have now continued to fabricate our merchandise in services ruled by the identical robust values inside the Firm’s Real Duty™ programmes. One of many business’s main company social accountability applications is diligently utilized all over the place our merchandise are manufactured. Gildan is deeply dedicated to the event and implementation of revolutionary options that cut back the environmental impression of our operations all through our whole provide chain.
The advertising group in Los Angeles went to Honduras to see the manufacturing unit ourselves and study extra about what we did there and we discovered it fairly inspirational. We created a sequence of documentary movies known as Sweatshop Free Stories.
The UK launch begins with simply an internet providing, nonetheless, there are plans to reopen bricks-and-mortar shops. “Our relaunch technique is digital first: however we’re within the early phases of exploring a brand new revolutionary idea in retail. We would like our retailer of the long run to be a home for the model, a spot the place we are able to work together with our clients…and naturally a key element of our multi-channel presence. We’re planning on doing it proper this time with a selective and strategic presence and an revolutionary and fascinating new idea… The shop is the following massive factor and it’s going to be an ideal vacation spot for folks in order that they’ll contact and really feel our product once more.”