Armed with a cracking street-cast creative campaign and a compelling body positive message, Fabric PR introduced the new-look American Apparel and its ‘Back To Basics’ campaign to a captivated UK fashion audience.
Now under new ownership in the shape of global clothing heavyweight Gildan, American Apparel celebrated its UK return with a new emphasis on diversity, empowerment, individuality and a playful, sexy spirit.
Synchronising with the launch of American Apparel’s new UK website, Fabric PR lit the fuse on a big impact, high visibility news-led media strategy resulting in over £1million of AVE coverage in the campaign’s first month.
Newspapers including The Guardian, The Daily Telegraph, Evening Standard, The Independent, and Metro led the charge, with Tier 1 fashion titles including Vogue, Grazia, Stylist and GQ among others, combining to pitch the media spotlight on American Apparel, the biggest re-launch story of 2018.
Crocs team up with long-time fan of the brand, Justin Beiber to launch an exclusive limited-edition collaboration classic clog.