05 October 2010

American Apparel saved!

Good news for leggings lovers everywhere (and bad for those who find the brand's pervy ads put them off their breakfast) - American Apparel probably won't go bust now. Their financial backers, Lion Capital, have decided it would be too much of a shame to let such a dynamic company go to the wall and so they 'have agreed to alter the terms of their agreement with the retailer so that they don't have to file bankruptcy.'

Lyndon Lea of the company said 'Lion Capital has enormous admiration for both American Apparel and its founder, Dov Charney,' adding 'we are working together to support a number of key initiatives within the business, including hiring sveral new senior executives.'

Phew! Might we add that the new collection has got some lovely additions to the brand previously known for its paint-pot brights and over reliance on stretchy lycra and sexy-but-sour-faced shop assistants (we can't help thinking, they would take a lot more money if any of them EVER helped the customers instead of just standing around smirking at each other, non?). The new pastels and neutrals are okay, but its the sheer blouses and swishy skirts that have been a big hit with the Grazia girls. 

Meanwhile the label has launched a new series of ads showing Dov Charney quite literally in bed with his creative directors. If this sounds like the label has finally (?) gone too far, don't worry. Apparently this is how Charney likes to work *raises eyebrows* - ON the bed with his team. So while this is seemingly a cheeky nod to the brand's semi-porno imagery, and Charney's own somewhat checkered reputation, it looks like the label is trying to clean up its act. The question is: is that what the kids want?

-Naomi Attwood


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