apricotberlin: Down to earth - New motifs for American Apparel

The esthetics of American Apparel’s promotional pictures have always been a controversial subject: maybe they’re too revealing, too indecent, too sexist. There definitely was enough negative press.

All this, however, cannot be said about the picture series by the two photographers Jessica Schwarz and Tiago da Silva, aka apricotberlin.

Connected to American Apparel’s esthetics on the one hand, they also add a breath of fresh air on the other hand. The duo, who has been working for various prestigious clients under the name of apricotberlin since 2015, has a knack for snapshots. Perfect snapshots.

The viewer is on eye level with the model who enjoys a day on a beautiful beach somewhere in the world and this creates a feeling of closeness and intimacy. Feelings on which the brand has depended since the year one.

Of course, there will always be critics but hopefully, the people who enjoy apricotberlin’s great work are the majority.