On February 19, American Apparel fired both Marsha Brady and Iris Alonzo, two of its longtime creative directors. This is the second time Alonzo has been dismissed by the company. She was also let go in June of 2014 only to be hired back in October of the same year. According to her lawyer, Keith Fink, Alonzo was not given a reason for her dismissal.
Brady and Alonzo both worked closely with American Apparel’s controversial founder, Dov Charney, who was officially fired in December of last year. Paula Schneider replaced Charney as the brand’s CEO last month. Sources within the company speculate that Brady and Alonzo were fired as part of Schneider’s plan to reshape the brand’s image.
American Apparel is known for featuring racy images of women in its advertisements. Schneider told Bloomberg earlier this month that advertising will be less sexualized in the future, focusing instead on social issues like gay rights and anti-bullying. Schneider also plans to remind consumers that American Apparel’s merchandise is made in the U.S. and factory workers earn a fair wage.
The retail chain has racked up more than $300 million in net losses since 2010 and has dramatically slowed production at its Los Angeles factory since December to save money.
– Kelcie McCurdy
Sources: Fashionista, Bloomberg
American Apparel Dismisses Two Longtime Creative Directors
February 23, 2015