It looks like American Apparel is cleaning up its act with advertising to promote their clothing range.
New CEO Paula Schneider told Business of Fashion about her new advertising approach:
There’s a way to tell our story where it’s not offensive…
I hear you Schneider, and I like the way you think.
When I think of American Apparel, I respect that their t-shirts and hoodies are made by workers earning a living wage in Los Angeles, and not by slave labor in the East. But the old advertising put me off.
Past advertising consisted of a string of raunchy, sexist adverts using shock value. It seemed like a contradiction of values. So with that, CEO Dov Charney was fired and Paula Schneider took over, with things seeming to take a turn for the better.
The American Apparel clothing range was built on a platform of fairness, and more in-line with this is the new style of advertising, a video featuring two 8-year-old world champion breakdancers, the sound of a classical piano tune, and shot in beautiful slow motion against a stunning Los Angeles backdrop.
Jalen Testerman is from Seattle, and was inspired to dance after watching the film You Got Served. So he watched the film over until he learned all the moves. And if you want to see more, watch him dancing on The Ellen DeGeneres Show below:
Angelo Baligdad, our other 8-year-old world champion from Hawaii can be seen carving up the dance floor, and very cutely telling us about his “one year older than him” girlfriend—check it out:
American Apparel, these kinds of adverts work for me. They are far more engaging, and I am no longer put off from your clothing by your poor choice in advertising—what a breath of fresh air.