hello, again
AMERICAN APPAREL
role — Creative; concept
BRAND RELAUNCH, BRAND & PRODUCT CAMPAIGN,
CATALOG
American Apparel. Remember them?
Internal struggles, bankruptcy, and a change in ownership left the brand reeling. Past ad campaigns felt out of touch, and scandals swirled. Fans were lost; where did the American Apparel they knew go? Was it gone for good?
With their move online-only, we saw an opportunity for a bold comeback. It was time to reintroduce American Apparel to the world, staying true to its iconic heritage but with a fresh, cheeky twist that captured the brand's signature spirit – sexy, confident, and with a touch of humor.
To achieve this, we drew inspiration from the legendary 'HELLO' campaign.
The brand and product campaigns championed the freedom of self-expression known to be at the core of the brand by celebrating the fans’ endless and inspiring interpretations of American Apparel basics.
American Apparel ‘meet’ campaign evolved under #AAyourway showing the way real people personally interpret the product by calling out their social handle and exhibiting their individual style.
