The new American Apparel campaign is dubbed 'How We Live.' Launched to promote the fashion brand's Spring/Summer 2019 collection, it entertains a holistic approach that borders on celebration and inclusivity. The capsule offers garments in an extensive size range — from XS to XXL, with an emphasis on unisex style, diversity, and uniqueness. A focal point of the collection is the 'EVERY DAY / EVERY BODY' print that definitely gets the empowering message accross.
The American Apparel campaign features a collage-like aesthetic that contributes to the contemporary, artistic feel of the marketing initiative. Playful, youthful and inclusive, the Spring/Summer 2019 is characterized by accessible, unisex basics, while the promotional materials double down as "a love letter to American Apparel's hometown."
Key Themes Behind This Trend
- Inclusive Fashion
- Fashion brands can embrace inclusivity by offering extensive size ranges and emphasizing diversity and uniqueness.
- Collage-style Marketing
- Adopting a collage-like aesthetic in marketing campaigns can create a contemporary, artistic feel and resonate with a younger audience.
- Unisex Fashion
- Creating unisex basics can cater to a broader audience and promote gender inclusivity in the fashion industry.
Where This Applies
- Fashion Retail
- Fashion retailers can benefit from embracing inclusivity and offering diverse size ranges to appeal to a wider customer base.
- Marketing and Advertising
- Marketing and advertising professionals can explore collage-style campaigns to create visually interesting and engaging content for brands.
- Gender-inclusive Clothing
- The fashion industry can capitalize on the growing demand for unisex fashion to offer more options and promote inclusivity.
