American Apparel was notorious for its provocative, over-sexualized campaigns throughout the early 2000s. But nudity is no longer provocative.
So what is?

In today's outrage culture, provocative means not taking a stance on controversial issues. It means posing questions without an opinion. It means messing with people's sense of reality.

In the end, American Apparel has one problem, to sell basics.  

AA Poster.jpg

A young woman on a futon will be eating a donut between the two iconic statues. She will not react to anything no matter how people interact with her.