PRETTY SMART

  • American Apparel had long suffer for a bad image of the woman, vulgar and stupid.
     
    We decided to change this fact by using cleverness and skills as a starting point for a new brand guideline : Pretty Smart.
     
    Each skill that you have will be represented by a icon, as a new language to showcase who you are.
     
    In American Apparel website, you just have to connect with your linkedin profile that will upload the icons corresponding to your skills.
     
    Then you chose the ones you prefer and select all the options to make the perfect item that will only suit you and highlight your hidden talents.
     
    Work in progress created in collaboration with Bixi Li.
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    Please select HD in the video settings (bottom right)
  • Watch in HD HERE