Shoppable & Functional Storytelling —
The American Apparel catalog is composed of various Fabric Stories, which showcase each of the brand’s distinct fabric offerings.
Although compellingly beautiful, we ensured that our catalog remained shoppable and structured through functional storytelling, with each piece of information being broken down by benefit.
Photography & Art Direction —
Through our photography approach, we strived to showcase our apparel in lifestyle scenarios that captured a mood driven by our talent’s self-expression.
In addition, we sought to hero our talent against brutalist architecture, tastefully curated living spaces, and vibrant landscapes that showcased an idealized version of Los Angeles.