American Apparel Say Goodbye to Sexy?

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With the departure of CEO, Dov Charney – who was fired from his own company and exited in a sea of sleazy rumours – and the introduction of a new female CEO, there are big changes ahead for American Apparel.

That’s according to said female CEO, Paula Schneider. Gone are the raunchy, legs akimbo, crotch shots that AA plastered all over their ads to sell anything from lingerie to socks, Schneider wants to make their new campaigns about relevant and serious issues, such as LGBT rights and bullying.

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“It doesn’t have to be overtly sexual,” Schneider told Business of Fashion about her advertising approach. “There’s a way to tell our story where it’s not offensive. It is an edgy brand. And it will continue to be an edgy brand.”

While all of this is sure to be welcomed news to parents who’s teens are dressed head to toe in the ‘made in America’ leotards and vintage inspired shirts – I have to add, the clothes appeal to teens because only teenage bodies can fit into them – I am not so sure the new ad campaign, championed by Schneider and called ‘Pantytime’, is that much of a departure?

Take a look and see.

Only time will tell I guess. I want to see more before I am totally convinced.

@maevebarry