American Apparel Re-brand: Wear Your Freedom

American Apparel prides itself of being 100% sweatshop free and for creating high-quality clothing, yet their advertising is raunchy, degrading, and often uncomfortable to look at. I wanted to align American Apparel's advertising to match their American, sweatshop free values, so the re-brand for them is WEAR YOUR FREEDOM. Credit: Art Direction: Andy Cooper Photography: Laurel Johnson MUA: Paloma Alcantar Mua Models: Julie Kragen & Olivia Henry

Photography: Laurel Johnson
Art Direction: Andy Cooper
MUA: Paloma Alcantar Mua
Model: Julie Kragen
I see a lot of potential with the American Apparel company, but their advertising does not match the quality of their clothes nor the 100% sweatshop free manufacturing they pride themselves on. 
Current American Apparel ads are often uncomfortable to look at. Current American Apparel ads are raunchy and overly sexual, NOT sexy.
The new direction for American Apparel, based on the idea that you should wear what you want and what expresses who you are. Don't hold back and just have fun!
Viewing a photo submission that was hashtagged on Instagram. From here you can nominate Katherine to be the next American Apparel model. Here you can see the person has nominated Katherine to be the next American Apparel model and has rated her picture 4 stars. 
Thank you so much for all of your time, effort and help with this project!
Photography: Laurel Johnson
Art Direction: Andy Cooper
MUA: Paloma Alcantar Mua
Model: Julie Kragen
Photography: Laurel Johnson
Art Direction: Andy Cooper
MUA: Paloma Alcantar Mua
Model: Julie Kragen
Photography: Laurel Johnson
Art Direction: Andy Cooper
MUA: Paloma Alcantar Mua
Models: Julie Kragen & Olivia Henry
Photography: Laurel Johnson
Art Direction: Andy Cooper
MUA: Paloma Alcantar Mua
Model: Olivia Henry
Mock-up of re-branded bus stop ad. 
Mock-up of re-branded billboard ad. 
Photography: Laurel Johnson
Art Direction: Andy Cooper
MUA: Paloma Alcantar Mua
Model: Julie Kragen
The new direction for American Apparel ads.
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