American Apparel's new CEO set to tone down the brand's sexualised imagery

Paula Schneider has revealed plans to make the brand's campaign imagery less sexual.

American Apparel's 'back to school' campaign

American Apparel has had a difficult time of late, thanks largely to controversy directed at its ad campaigns and the allegations surrounding former CEO Dov Charney.

Charney was fired in December and Paula Schneider was appointed as his replacement.

Schneider has revealed her plans for overhauling the image of the American brand in an interview with Bloomberg:

"It doesn’t have to be overtly sexual. There’s a way to tell our story where it’s not offensive."

But Schneider made it clear this wouldn't mean a completely new image:

"It has to be a little sexy. We sell lingerie. We sell hosiery. You just make sure we aren’t crossing the line. It should be about empowering women, empowering people."

Talking to the New York Times about a recent ad campaign starring viral-video star Brendan Jordan, she also said:

“Here’s this 15-year-old kid talking about how he came out of the closet, and what it’s like to be 15 and gay, and we gave him his voice” she said.

“This is an edgy brand and it’s always going to be an edgy brand, and it’s about social commentary, it’s about gay rights, and it’s about immigration reform. It’s about the things millennials care about.”