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American Apparel's ad campaigns are famous for pushing the envelope, in terms of both political activism and scantily-clad models. But now the brand's new CEO Paula Schneider and new chairwoman Colleen Brown are saying they want to take a different strategy towards activism than ousted founder Dov Charney. Instead of plastering messages on billboards and ads, Schneider told Bizwomen that American Apparel will launch a blog this summer to "enlighten" people. The blog will address social issues like bullying and LGTBQ rights.
Schneider said the blog will leave the shock value behind but still will be "done in the voice of American Apparel." In recent months, it seems that American Apparel is trying to move away from its reputation for sexualized ad campaigns: the brand has been accused of airbrushing nipples and pubic hair off its website, while a leaked email from a company organizing the brand's casting call stated that "American Apparel isn't hiring "Instagram hoes or THOTS."
Schneider told Bizwoman she understands that American Apparel needs to be "edgy" and champion social issues. "It’s a company that does the right thing," she said. "It aligned with my own personal beliefs. It’s one of the few companies that has a voice. That’s what really made me want to take the position. I think we can do something great here."