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American Apparel's New Ad Doesn't Feature an Oversexualised Model

Rather, it features an adorable sloth called Buttercup, who has a "surprise" for us.
By Catalogue staff, 10 Apr 2015
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American Apparel's New Ad Definitely Doesn't Feature a Scantily-Clad Model
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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".

americanapparel2.jpg

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.

Via Dazed Digital

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Liked this? Read these articles about the fashion industry:

1) Real Talk: On Fashion Modelling, With Ollie Henderson

2) MBFWA 2015: Clean Cut Talk Sustainability in Australian Fashion

3) These 4 Docos Uncover the Dark Side of the Modelling Industry

4) Denmark Institutes Rules to Reduce Unhealthiness of Models

5) #DropThePlus Demands Fashion Industry Drop the Plus Size Tag

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