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New American Apparel CEO Paula Schneider Is Revamping the Label’s Smutty Image

Less sleaze, please! Now that Dov Charney is out of the picture, American Apparel can press forward under its new CEO, Paula Schneider. And for those who aren’t too keen on the retailer’s racy image, this news might come as a delight.

Image: American Apparel

Image: American Apparel

Schneider is looking to uphold the brand’s edgy vibe, but cut back on the borderline (or sometimes downright) indecent image the label has cultivated in the past. Schneider says she wants to focus on American Apparel’s social consciousness and kick the smut to the curb, instead highlighting issues like gay rights and the company’s Made in America angle.

“There’s a way to tell our story where it’s not offensive,” Schneider said. “It is an edgy brand. And it will continue to be an edgy brand.”

So could this be the end of T&A and crotch shots for American Apparel? Possibly. And something tells us that the old image won’t be missed.

[via Business of Fashion]