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American Apparel: Rebrand
My Role:
Creative Director
Project Manager
PR & Communications
Copywriter
Brief:
To create a campaign to reclaim American Apparel as a forward thinking, creative and different from the beige world of wardrobe basics. Convince the consumer that they are different. Re- imagine The Idiot by Iggy Pop for the Amercian Apparel brand.
The 'Hands off' concept was inspired by the significance of the body language on the cover of The Idiot, something that was imitated by Iggy after Bowie and artist Erik Heckel. Surrealism was also explored and then chosen as a creative conept route in order to showcase a playful, still sexual but lighter aesthetic for the brand.
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