American Apparel launches “How We Play” campaign
Feb 13, 2019
American Apparel launches its Spring/Summer 2019 campaign this week dubbed “How We Play”, which continues to build on the brand’s new inclusive focus.
Following its relaunch in the U.S. in April and in Canada in November, the rebooted American Apparel has introduced an inclusive approach to sell its collections, a focus reflected in its latest campaign, which encourages an active, but also social lifestyle.
The “How We Play” campaign uses real people and influencers from diverse backgrounds to promote American Apparel’s new Forward line – the brand’s first activewear collection since relaunch. Made from performance-tech fabric and offered in an inclusive size range from XS to XXL, the collection includes items suitable for training, but also designed for “life outside the gym,” retailing from $28 to $38.
With styles that double as both activewear and streetwear, items include men’s boxing shorts, cropped jackets, sports bras and more, available in the brand’s well-known flamboyant colour palette.
Models include Paralympic athlete David Brown, a blind runner who competes in the 100, 200, and 400 meter events, as well as Luisa Fonseca, a Mexican-Guatemalan Angeleno, yoga instructor, building manager, and chiropractic office manager, known for her popular Instagram handle @curvygirlmeetsyoga.
Acquired by Canadian apparel maker Gildan Activewear in February 2017, the group is making up for the behaviour and strategic errors of American Apparel’s founder Dov Charney, which saw the company file its second Chapter 11 in November 2016 with about $177 million in debt.
Where campaigns were once controversial, often featuring hyper-sexualised young women, Gildan’s new approach is centered on body positivity, inclusivity and diversity.
Most recently, American Apparel also teamed up with Paris-based embroidery brand Keur on a new capsule collection featuring Keur’s signature heart-motif embroidery, “celebrating inclusivity, tolerance, and love in all its forms on several of American Apparel’s bestselling basics.”
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