New campaigns are always exciting, but the latest slew of Champion ads set off a slight alarm:
It seems the sportswear company has checked out photo blogs and American Apparel ads, and adopted their high-contrast, high-skin style as their own.
Exposed in their latest campaign are several girls wearing sweatshirts as dresses (with no tights underneath), plus boys with tattoos and a coed game of what looks like touch football that seems to be on a bedspread and not on a playing field (though the two areas are basically the same, if we’re going with the American Apparel style of sex).
The thing that’s really odd about this campaign, though, is that there actually seems to be a little bit of fashion infused into the jersey knits and french terrycloth.
We’re not sure we’d wear a giant sweatshirt and flats as an outfit, but we can totally see Charlotte Ronson or even Martin Margiela thinning out the shape, adding some darts and a cool bound hemline, and sending it sailing down Shannan Click on the Fall ’08 catwalk.