Two years after going into administration, cult Los Angeles style fundamentals model American Attire celebrates its UK return with a brand new strategy 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 characteristic a extra inclusive measurement vary and new worth factors however loyal model followers will nonetheless have the ability to discover basic types together with T-shirts supplied 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 pictures and quite a few allegations of sexual harassment in opposition to model founder, Dov Charney, the model’s new homeowners Gildan – a Canadian retail big – 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 wish to change the model, fairly to refocus it on its constructive and highly effective elements. We went by the archives of AA imagery to re-inspire our staff and evolve from our personal DNA,” Weber informed Vogue.
“We characteristic actual folks, unretouched and genuine. We nonetheless use the identical flash images and minimalist design strategy. What actually modified is our strategy to horny: our fashions are over 21 and we have a good time their sexiness with confidence, from a girl’s viewpoint – they’re in management and we merely have a good time their distinctive methods of being horny and body-positive.”
The brand new marketing campaign is definitely paying homage to the model’s unique imagery however while beforehand younger women stared coquettishly into the digital camera, usually stretching in risqué poses, right here the fashions take again management. And although there should still be some approach to go when it comes to range (the vast majority 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 got a passionate advertising staff – largely younger girls – who’ve been passionately contributing to the evolution of the imagery and voice of the model,” Weber continued. “[We] scrutinise each mannequin, every bit of copy, each image. We wish to emphasise physique positivity, range, inclusivity, empowerment, in a recent, considerate, and culturally related strategy… There’s something deeply private and particular when you find yourself driving each side of the model with a staff 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 all around 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 acquainted with, from the mid ’00s. “We needed to faucet into the sense of nostalgia that individuals have for the model,” Weber states. “Everybody has a reminiscence and historical past of procuring with the model and people key items create a visceral feeling for our buyer. And the nice factor is they’re fundamentals so 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 out there 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’ve continued to fabricate our merchandise in services ruled by the identical sturdy values throughout the Firm’s Real Accountability™ programmes. One of many trade’s main company social accountability packages is diligently utilized in every single place our merchandise are manufactured. Gildan is deeply dedicated to the event and implementation of progressive options that cut back the environmental impression of our operations all through our complete provide chain.
The advertising staff in Los Angeles went to Honduras to see the manufacturing facility 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 Tales.
The UK launch begins with simply a web based providing, nonetheless, there are plans to reopen bricks-and-mortar shops. “Our relaunch technique is digital first: however we’re within the early levels of exploring a brand new progressive idea in retail. We wish 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 part of our multi-channel presence. We’re planning on doing it proper this time with a selective and strategic presence and an progressive and interesting new idea… The shop is the subsequent massive factor and it’s going to be an incredible vacation spot for folks in order that they’ll contact and really feel our product once more.”