From provocative to body positive: The American Apparel comeback

American Apparel is back. Almost 18 months since the fashion brand went into administration it is plotting an unlikely comeback as it looks to shake off its controversial past while at the same time trying to return to what made it popular in the first place.
Key to that comeback is the new female-led marketing team, which is determined to change how people perceive the brand and put the focus back on the product. It is an interesting marketing challenge given the brand’s legacy of disco p