The New Controversy.
American Apparel was notorious for its provocative, over-sexualized campaigns throughout the early 2000s. But nudity is no longer provocative. So what is?
In today's outrage culture, provocative means not taking a stance on controversial issues. It means posing questions without an opinion. It means messing with people's sense of reality. In the end, American Apparel has one problem, to sell basics.
Pop-up Shop
The now abandoned American Apparel store fronts have temporary use. White noise will be playing throughout the store with t-shirts for sale but no sign of humans. Hinting the company has gone exclusively online.
An Open Letter
A manifesto in the form of an open letter would be given to new employees and released 3-6months after the campain ran.
Art Direction By Jerrika Sterling/Photography By Cinthya Zuniga