American Apparel launches new 'Intimates & Lounge' collection
American Apparel is ready to bring sexy back with the launch of a new 'Intimates & Lounge' collection for S/S 2019, but not the way you may remember it.
Following its relaunch in the U.S. in April and Canada in November, the rebooted American Apparel has introduced an inclusive approach to sell its latest collection with a campaign featuring a diverse model cast.
Shot by guest photographer Laura Sfez, the diverse imagery also reflects an expanded size offering, now ranging from XS to XXL.
The Intimates & Lounge collection features bodysuits, underwear, bralettes and more, updated with the new 'Shadow Stripe', a striped fabric with a “peekaboo” effect, as well as the recently-introduced 'Mix Modal': a silk-like fiber derived from beech trees.
Now owned by Canadian apparel maker Gildan Activewear, the group is making up for the behaviour and strategic errors of American Apparel’s founder Dov Charney.
Where campaigns were once controversial, often featuring hyper-sexualised young women, Gildan’s new approach includes body positivity, inclusion and diversity.
American Apparel filed its second Chapter 11 in November 2016 with about $177 million in debt. Gildan Activewear then won a bankruptcy auction for the U.S. fashion retailer in February 2017.
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