Just recently, we covered the breaking news regarding the firing of former American Apparel CEO Dov Charney. The reasons resided in the controversial sexual harassment accusations and overly sexual ads for which the company had become weirdly well known.
Now that the new CEO Paula Schneider put the soft-core ads in the closet, she is ready for a total rebranding. The edgy flavor won’t be put aside, and some sort of sexy approach needs to be kept on board.
“It has to be a little sexy, we sell lingerie. We sell hosiery. You just make sure we aren’t crossing the line. It should be about empowering women, empowering people.”
What seems to be changing is the message: not just sexiness, but a whole lot of diversity and empowerment. This video campaign launched for #PantyTime, for example, features a group of models wearing hosiery and lingerie among which star men in drag and plus-size ladies. Another ad featuring ‘teen diva’ Brendan displays increasing support for the LGBT community. We are looking forward to seeing where this is all going.