From stretch marks to body positivity: American Apparel is back with a new inclusive look

It was with a heavy heart that we saw American Apparel close its doors two years ago, after filing for bankruptcy amid on-going controversy surrounding senior management.

The Los Angeles label had the ability to create cult items like no other; there's not a millennial wardrobe out there without the addition of a pair of disco pants or plunge-neck bodysuit.

It's fair to say the brand's demise left a rather big hole is our 'basics' draw.

Now, after much anticipation (and a successful reboot in the US) the brand is back, with two very important initial changes.

Firstly, it’s under new management, conscientious Canadian brand Gidan, and secondly, has an all new inclusive look.

At the height of the brand's popularity in 2007, American Apparel campaigns often conveyed sexualised images of young women, something that in the changing times of 2018, with the #MeToo and Time's Up movement, simply no longer stands up.

With a current female-led marketing team guided by Director of Brand Marketing, Sabina Weber, here's why the much-loved label is coming back bigger and better than ever:

The brand is focussed on body positivity and diversity

When the brand returns to the UK, with a new digital store on April 24, you will notice huge strides towards inclusivity, with the marketing department working hard to focus on body positivity and diversity.

"We stand for diversity, equality, freedom of expression, empowerment, positive sexuality, celebrating all shapes, sizes and colors." Sabina tells the Standard.

Its first return campaign, 'Back to Basics,' featuring a line-up of both men and women who represent a range of body types and ethnicities.

As many will remember from its heyday, the American brand will continue to hire real people to model their clothing, each model in the campaign having been cast through American Apparel's social media channels.

"American Apparel has always embraced real girls/people and real bodies. It’s historically been one of the first to show un-retouched images with stretch marks and natural body anomalies. What we are doing now is just highlighting that more and extending the range of people that we photograph," explains Sabina.

Adding, "It is important for our customers to relate to our models, and our brand. See themselves."

The current line up features Bas, who speaks four languages, Jaimesha, an anthropology major at the University of Southern California, and Sandra, a dancer from Playas de Tijuana (to name a few).

It will feature more inclusive size ranges

As a result of the brand's aim to be more inclusive, American Apparel's products will also be available in a wider range of sizes.

Anyone who shopped in the store previously knows that the brand tended to come up on the small side and were catered towards a more petite demographic.

"We have expanded our size ranges, often going from XS to XL and 3XL (around a UK size 20). We do not carry a Plus Size line but we do show girls that wear our larger sizes to show that everyone can look good in our pieces," says Sabina.

New larger sizes can only mean more empowerment, as one happy US customer wrote in the reviews section on the site:

"I am really digging this suit. I am 5'6, 150lbs, 36DD and got an XL and LOVE all the things this piece does for me. The side-boob and high thighs might be a little risque for some - but I'm loving it!"

Images will remain untouched

What will not change at AA headquarters is the promise of an authentic tone, coupled with honest un-retouched images.

In the days of Instagram perfection, American Apparel's sprinkle of realness is a much needed reminder to embrace our flaws.

The latest campaign sees stretch marks, blemishes and skin imperfections all on show, putting natural beauty and individuality first.

However, the brand will also be sure to add their signature sultry feel as well.

"Women and men should feel empowered to own their sexuality. Being sexual is powerful. It is a choice. Being sexualized is not. We allow our model to be sexy in their own way, confidently and naturally. You can see it from the directness of the gaze, the poses and just the overall vibe that they are in control. It feels positive rather than “uncomfortable.”"

The cult classics are making a comeback

Yes, the iconic disco pants, tennis skirts and bodysuits are all about to be back in stock. Rejoice!

"The relaunch will focus on our iconic pieces. We edited the line to focus on the styles that made AA popular and recognizable," says Sabina.

Plus, joining some of your all-time favourites will be a few new additions.

"We have a new Spring/Summer collection that features a new print called Toile de LA. An homage to LA life in print form. Also, included are new lightweight denim pieces that and a swim collection that is fun, colourful and has a vintage vibe."

For those worried about the pull this may have of your purse strings, American Apparel have promised attractive new prices, Sabine explaining, "The majority of our collection is within $100 (around £70)."

American Apparel will be offering sustainable style

If there is one thing American Apparel has always championed, it's sustainability.

The sustainably-made and Sweatshop Free label have always aimed to make clothing that improves lives and respects the environment.

With 51 per cent of the brand's energy being powered by renewable sources, and clothing being made out of materials sourced in California and France, the LA label is well on its way to being a sustainable front runner for fast fashion.

It's going to be bigger and better than ever...

Remaining at the root of the brand is its DNA to empower women, Sabina explains that their goal is to "create a platform via our social media site and space for women to empower themselves... the way to do that is to show them that they are not alone. To show women of all shapes, sizes and colours and how good they look.

"The world changes when women come together rather than judging each other and being critical."

So, prepare for those side-boob showing bodysuits and bum skimming disco shorts to show up on an Instagram feed near you very soon.

Sabina concludes, "The brand has always been part of the cultural conversation with an honest and – at times – provocative voice. If you are a shopper that takes offence at seeing side-boob and a nice booty, you are probably not going to buy our product."