American Apparel’s latest model is a three-toed sloth and it’s definitely a furry big change from your usual fashion campaign.
“Meet Buttercup,” the advert reads above a shot of Buttercup poised seductively on a table. “Buttercup is a 23-year-old three-fingered Bradypus sloth from Costa Rica. She was brought to the Arroyo family as an orphaned infant by local children and was the catalyst to their founding the Sloth Sanctuary… Her favourite pastimes include sunbathing and eating hibiscus blooms.”
Its new CEO, Paula Schneider, said that a more covered-up approach was part of a bigger advertising plan. “It doesn’t have to be overtly sexual,” Schneider told Business of Fashion. “There’s a way to tell our story where it’s not offensive. It is an edgy brand. And it will continue to be an edgy brand.”