Simplistic fashion label American Apparel is making a comeback following its buyout by Gildan, and is announcing it through the Back To Basics campaign. Last year, the label was bought out due to a mass decline in sales and was forced into bankruptcy. American Apparel returns this year for Spring/Summer 2018, focusing on staple silhouettes as per usual. In addition to the new campaign, there is a highlighted focus on inclusiveness. The brand emphasizes diversity and body positivity with its new campaign -- casting a diverse group of models found through social media channels.
The returning pieces center around matching tracksuits, a selection of denim tops and bottoms, swim apparel, underwear, dresses, trousers and dress shirts. The label also brings back its archival pieces such its color-blocked t-shirts, hoodies, fisherman sweaters and zip-up sweaters.
What Makes This Trend Stand Out
- Inclusive Fashion
- Opportunity to disrupt the fashion industry by prioritizing diversity and body positivity in advertising and product offerings.
- Simplistic Staples
- Opportunity to disrupt the fashion industry with minimalist designs and staple silhouettes that appeal to a wide audience.
- Revitalizing Archival Pieces
- Opportunity to disrupt the fashion industry by bringing back popular archive designs with a modern twist.
Sectors Adopting This
- Fashion
- Opportunity for fashion brands to embrace inclusivity and minimalist designs in their collections.
- Advertising
- Opportunity for advertisers to promote diversity and body positivity in their campaigns.
- E-commerce
- Opportunity for online retailers to offer a wide range of minimalist, staple fashion items to target a broad customer base.
