After finding itself in the midst of controversy, American Apparel shifted its focus and hired an all-female branding team to emphasize the company's values of diversity, inclusion and female empowerment, which becomes apparent when browsing through the brand's new swimsuit 2018 lookbook.
The editorial is filled with summery motifs and showcases the brand's new swimwear collection, which is comprised of both old and new looks. Some standouts from the line include the retro red one-piece, which is both elegant and sultry. Other notable pieces include one-piece zip-downs, halter tops and sports bra-inspired two-pieces.
The lookbook features a diverse range of models which help better represent the brand's new values, and intends to appeal to a wider demographic of men and women.
Re-Imagined Swimwear Collections
American Apparel's Swimsuit 2018 Line Features Old and New Looks
Trend Themes
1. Diverse Representation - Creating swimwear collections that feature diverse models allows brands to better represent their values and appeal to a wider demographic.
2. Retro Revival - Incorporating retro elements in swimwear collections offers a nostalgic appeal while still embracing modern sensibilities.
3. Female Empowerment - Swimwear collections that promote female empowerment and inclusivity tap into growing consumer demand for brands that align with their values.
Industry Implications
1. Fashion - Fashion brands can leverage diverse representation and promote female empowerment to differentiate themselves and attract a wider consumer base.
2. Retail - Retailers can tap into the retro revival trend in swimwear collections to offer customers unique and stylish options.
3. Marketing - Marketing agencies can assist brands in highlighting their values of diversity and inclusivity in swimwear collections, creating a strong brand image.