American Apparel returns to the UK
A return to Grace? American Apparel returns to the UK with a new campaign and online store
With news of the site-launch comes a new campaign, 'Back To Basics', which teases a collection featuring plenty of throwbacks to American Apparel classics (disco pants, denim, white tees and metallic galore) as well as a revamped price range and more inclusive sizing. Modelling the collection are a mixed group of men and woman. all over the age twenty one, who were cast via a social media open call.
There are even talks of American Apparel re-opening physical brick-and-mortar stores in the future. The Vice President of brand marketing told Vogue, '"Our relaunch strategy is digital first: but we are in the early stages of exploring a new innovative concept in retail. [...] The store is the next big thing and it’s going to be a great destination for people so that they can touch and feel our product again.' We'll keep you updated.
The site launches on April 23 2018