American Apparel have gone through a myriad changes recently, including replacing their sleazy founder and CEO Dov Charney with Paula Schneider, who subsequently declared that the company's controversial advertising would become less "overtly sexual".
Enter Buttercup, the star of American Apparel's new advertising campaign, who is...a "23-year-old three-fingered Bradypus sloth from Costa Rica".
The advert promises a "surprise", as well as declaring the fact that American Apparel stock "organic" and "recycled styles", which arguably fits into Schneider's commitment to celebrate the political, social and environmental aspects of the company. For example, Schneider told the Business of Fashion, "no one knows we're the biggest apparel manufacturer in North America".
We'll just have to wait and see what "surprise" Buttercup has for us. With any luck, it will be a sustainable fashion initiative.
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