American Apparel Is Rebranding, No Longer Wants "Instagram Hoes or Thots"

American Apparel's rebranding efforts are not off to a good start.

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Complex Original

Image via Complex Original

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Last month, American Apparel's new CEO vowed that the brand would be less sexual—something that has gotten American Apparel in a lot of trouble over the years. But, as some may have noticed, very little has changed. American Apparel landed in hot water for an ad that had to be banned in the UK last week, and now an offensive casting call that asks for no "Instagram hoes or Thots" has leaked. 

The casting call, obtained by Animal, echoes the sentiments of new CEO Paula Schneider, writing, the "company is going through a rebranding image." The e-mail asserts that American Apparel is only hiring "real models" now.


The e-mail was sent by Phira Luon the agency director of PhotoGenics, the company hired to cast the models. Luon told Animal he takes full responsibility for the casting call. "The comment made at the end was made in jest with models whom i [sic] have a personal relationship with and did not reflect the views, or directives by the client. i [sic] apologize to all those who were offended or affected by my comments, as it was not my intention.​"

The person behind the leak confirms that Cynthia Erland, who was recently appointed to oversee the retailer's marketing and communications functions, is heading up the company's new makeover. Besides being less sexual, Erland plans to ditch the authentic people the brand has previously used in campaigns and turn to models who look more Eastern European or Russian. According to the source, Erland believes the models on the current site are too "short" and "round."

American Apparel just updated its Code of Conduct when former CEO Dov Charney departed, but it might already be time to take another look at it. 

We've reached out to American Apparel for a comment. 

[via Animal]

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