AMERICAN APPAREL

The dFm developed a nationwide 3-month summer retail series to generate in-store/online traffic and encourage purchase intent. The series supported the new brand story with an emphasis on nostalgia of the early 2000s while maintaining the creative ideals AA was founded upon, appealing to a fresh / new audience. 

strategy        influencer engagement       creative direction

 

 
 

Strategy

The ten-part series was split into 5 events, entitled "Maker Mondays". Another 5 were created under the moniker, "Flashback Fridays". Each event was catered to its respective market with local creatives, ranging from a workshop with Emily Oberg of Complex to a photography gallery with the ladies of Verluxe and Glamour Girl.

 
 
 

Influencer Engagement


Meet The Crew


We gathered influencers from our network to curate a vibrant, unique and diverse series.
 
Emily Oberg, Founder of Sporty and Rich @emilyelaineoberg New York City

Emily Oberg, Founder of Sporty and Rich

@emilyelaineoberg

New York City

Jana Carrero, Blogger  @OJandCigs Miami  

Jana Carrero, Blogger 

@OJandCigs

Miami

 

Vanessa Crook, Artist @shoprealm Austin

Vanessa Crook, Artist

@shoprealm

Austin

Moe Alvarez, Artist @mividapocha Oakland

Moe Alvarez, Artist

@mividapocha

Oakland

 
 
Kris Chau, Artist @chaufacetime Los Angeles

Kris Chau, Artist

@chaufacetime

Los Angeles

Niki Takesh, Artist @nikitakesh New York City

Niki Takesh, Artist

@nikitakesh

New York City

Lane Walkup, Artist @earthtolane Seattle 

Lane Walkup, Artist

@earthtolane

Seattle 

Sarah Parker, Artist @sarahparker Los Angeles

Sarah Parker, Artist

@sarahparker

Los Angeles

 
 
Jennie Lennick, Artist @jennylemons Berkeley   

Jennie Lennick, Artist

@jennylemons

Berkeley 

 

Gabrielle Gatsby, Artist @glamourgirl_fr Chicago

Gabrielle Gatsby, Artist

@glamourgirl_fr

Chicago

Verluxe, Artists @verluxe Chicago

Verluxe, Artists

@verluxe

Chicago

 
 

Creative Direction

The dFm managed the American Apparel microsite, allowing for clients to RSVP and learn more about this creative series and its hosts. The site included interviews with the artists, links to their favorite American Apparel looks, and more. Along with managing the microsite, the dFm created a Snapchat filter used by attendees and influencer takeovers.