American Apparel Advertising

This is a quote from the American Apparel website: www.americanapparel.net

American Apparel's ads have always been easily identifiable, standing out amongst our peers and luxury brands alike, and have been instrumental in our success worldwide. Familiar images of employees and friends from around the world—not models—allow us to express the diversity American Apparel is built on and an aspect of authenticity that is often lost in traditional advertising. Our provocative, real, unpretentious aesthetic has struck a chord with today's young trendsetters, and has drawn us an intensely loyal following, similar to that of Levi's in the 60's and 70's when they were breaking similar ground with an underserved generation.

Photo by AmericanApparel.net

My thoughts:  American Apparel describes its appeal as a brand that ‘stands out’ and says that their familiar images of employees and friends - instead of models- expresses diversity. They state that they have a provocative, authentic, unpretentious aesthetic that is often lost in today’s traditional advertising. In some way this describes my experience with American Apparel, but in some ways it does not. I can agree that their brand does stand out; usually if someone is wearing American Apparel you can tell. Whenever I've been into the store I notice that their pieces all really make a statement, even their ‘basics’ are really not that basic at all.They always add something eccentric to make it more ‘American Apparel’. I think this makes up for them not slapping a logo on every article of clothing like most big retail stores.  I do agree that their advertising is very provocative and expresses diversity in their models by showing a wide range of different looks. This being said, just because the woman featured in their ads don’t have any experience doesn't mean they aren't models; they are still being paid by the company to display their merchandise, which is what any other model would do.
I don’t see myself in the American Apparel ads, but I do get the impression that if started shopping at American Apparel and wearing their ‘signature style’ I could look like someone who could be featured in their ads. Which I’m pretty sure is the point; American Apparel wants to make its consumers feel like models when they are wearing their clothing. So, I don’t see myself in their ads now but they are more relatable than the typical supermodel used in most advertising.
I feel American Apparel is authentic in the sense that they stay true to their own style. They don’t produce clothing that is just a similar version of what you could find at the store next door. They take risks.  Whether they do that is because it’s good advertising without the use of a tacky logo, or because they really do want to stay true to their brand, I’m not sure. In my opinion though, being able to stand out in such a huge industry is very impressive. 

These are mock ads I created for a 'Canadian Apparel' line that reflects my authentic style. 

The advertisements I made are less about the actual clothes, and more about the atmosphere. I wanted the audience to get a sense of comfort upon viewing them, almost like they're looking at a photo of themselves relaxing on a Sunday afternoon. When you see the ads you wouldn't roll you eyes and think "Wow,there's the thousandth ad I've been bombarded with today".Instead you would look at them and  find comfort. I stuck with the same design aesthetic as American Apparel because I like it's simplicity.My personal style is consistently changing, but one aspect of it that always stays the same are the cozy comfortable clothes that I relax in. They have memories attached to them and I feel at home in them. I enjoy being very casual.That is why these ads reflect my authentic style.

Image Credits:

http://justina-m.deviantart.com/art/coffee-tastes-better-in-the-morning-281464941?q=boost%3Apopular%20gallery%3Ajustina-m&qo=54

http://theyardpdx.tumblr.com/post/43576567165

http://www.sarahkaye.com/photographers/jo-tyler/homes-and-interiors/pic11532