American Apparel has announced its return to the UK, just two years after going into administration. The LA-based fashion brand closed 13 UK outlets in 2016, but is now back with a new campaign. Called Back to Basics, the campaign focuses on body positivity and diversity. There’s a wider range of sizes than in previous years, along with competitive prices to attract new fans. The brand has also found a new owner, retail giant Gildan. In the past, American Apparel has been critiqued for using hyper-sexualised campaigns and founder Dov Charney was accused of sexual assault.

Now, the brand has a fully female executive board. Vice President of Brand Marketing, Sabina Weber, talked to Vogue about the brand’s return. “We did not want to change the brand, rather to refocus it on its positive and powerful aspects”, she said. Weber noted that “we went through the archives of AA imagery to re-inspire our team and evolve from our own DNA”.