The new American Apparel campaign is dubbed 'How We Live.' Launched to promote the fashion brand's Spring/Summer 2019 collection, it entertains a holistic approach that borders on celebration and inclusivity. The capsule offers garments in an extensive size range — from XS to XXL, with an emphasis on unisex style, diversity, and uniqueness. A focal point of the collection is the 'EVERY DAY / EVERY BODY' print that definitely gets the empowering message accross.
The American Apparel campaign features a collage-like aesthetic that contributes to the contemporary, artistic feel of the marketing initiative. Playful, youthful and inclusive, the Spring/Summer 2019 is characterized by accessible, unisex basics, while the promotional materials double down as "a love letter to American Apparel's hometown."
Inclusive Collage-Style Campaigns
This American Apparel Campaign Pays Homage to Los Angeles
Trend Themes
1. Inclusive Fashion - Fashion brands can embrace inclusivity by offering extensive size ranges and emphasizing diversity and uniqueness.
2. Collage-style Marketing - Adopting a collage-like aesthetic in marketing campaigns can create a contemporary, artistic feel and resonate with a younger audience.
3. Unisex Fashion - Creating unisex basics can cater to a broader audience and promote gender inclusivity in the fashion industry.
Industry Implications
1. Fashion Retail - Fashion retailers can benefit from embracing inclusivity and offering diverse size ranges to appeal to a wider customer base.
2. Marketing and Advertising - Marketing and advertising professionals can explore collage-style campaigns to create visually interesting and engaging content for brands.
3. Gender-inclusive Clothing - The fashion industry can capitalize on the growing demand for unisex fashion to offer more options and promote inclusivity.