×
1 871
Fashion Jobs
VF INTERNATIONAL
UK Retail - IT Senior Service Delivery Analyst
Permanent · NOTTINGHAM
VF INTERNATIONAL
dc Team Leader
Permanent · COALVILLE
EUDON CHOI
Production Manager
Permanent · LONDON
TK MAXX
Loss Prevention Officer - tk Maxx Bristol
Permanent · Bristol
LONDON CONTOUR EXPERTS
Marketing Executive/Junior Manager
Permanent · LONDON
ESTÉE LAUDER
Tom Ford - Business Manager - Flannels - Fosse Park, Leicester - 37.5 Hours - Full-Time - Permanent
Permanent · Leicester
VF INTERNATIONAL
International Account Coordinator - Ftc 12 Month
Permanent · NOTTINGHAM
TIMBERLAND
Credit Controller - German Speaking - Timberland
Permanent · CALVERTON
THE NORTH FACE
Credit Controller - Italian Speaking - The North Face
Permanent · CALVERTON
THE NORTH FACE
Credit Controller - French Speaking - The North Face
Permanent · CALVERTON
PINKO
Supervisor
Permanent · MANCHESTER
RALPH LAUREN
Operations Manager
Permanent · Cheshire
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - Sprucefield - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Edinburgh, John Lewis - 37 Hours - Full-Time, Permanent
Permanent · Edinburgh
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - Sprucefield - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - House of Fraser, Maidstone - 15 Hours - Part Time, Permanent
Permanent · Maidstone
ESTÉE LAUDER
Clinique - Consultant - Boots, Princes Street, Edinburgh - 14 Hours - Part Time - Permanent
Permanent · Edinburgh
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
HUGO BOSS
Wholesale - Senior Sales Executive - Hugo Womenswear
Permanent · London
Published
Feb 13, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

American Apparel launches “How We Play” campaign

Published
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. 


Paralympic athlete David Brown models the new American Apparel Forward line. - American Apparel

 
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.”  

Copyright © 2021 FashionNetwork.com All rights reserved.