American Apparel is one brand that has attracted a lot of negative press regarding its advertising choices and its use of workers and friends of the company in irreverent, compromising positions, specifically for those who are underage. Love it or hate it, its undeniable that the brand has effectively positioned itself in the market and created a brand identity through advertising that is immediately recognisable and aesthetically different from any of its competitors.
Aside from its commercial success, I personally love the photography style, so amateur and very raw, the use of non-models is a concept I really connect with and am tempted by. The visual style you achieve through this is so unmistakably real and I have to admit, I kind of love the cheekiness.
all images sourced from http://www.americanapparel.net/index.html
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