American Apparel returns to the UK

It's been two years since American Apparel went into administration and closed the doors to all of its UK and US stores after heated controversy over the overt sexualisation of its young models. Now, the fashion brand is relaunching in the UK with a spanking new online store, set to go live on April 23.

With news of the site-launch comes a new campaign, 'Back To Basics', which teases a collection featuring plenty of throwbacks to American Apparel classics (disco pants, denim, white tees and metallic galore) as well as a revamped price range and more inclusive sizing. Modelling the collection are a mixed group of men and woman. all over the age twenty one, who were cast via a social media open call.



There are even talks of American Apparel re-opening physical brick-and-mortar stores in the future. The Vice President of brand marketing told Vogue, '"Our relaunch strategy is digital first: but we are in the early stages of exploring a new innovative concept in retail. [...] The store is the next big thing and it’s going to be a great destination for people so that they can touch and feel our product again.' We'll keep you updated.

The site launches on April 23 2018