American Apparel is known for the hypersexualized ads and superficial, materialistic brand identity. People no longer are impressed by overtly provocative images- they want to support brands that they feel have character and integrity. For this rebranding, we stepped away from the suggestive ads of the past to portray a relatable, down to earth image that represents who young girls actually want to be, not who the media tell them to, The campaign includes print and outdoor components.
Copywriting: Sydnie Felton
Art Direction: Tabatha Biggerstaff and Sydnie Felton
