From controversial to cuddly: American Apparel's new model is a three-toed sloth
CAN a sloth save American Apparel's sleazy reputation?
After criticism for its over-sexualised and frequently banned ad campaigns, American Apparel has finally changed tact.
The new face of American Apparel is the family-friendly sloth, Buttercup.
The latest campaign, Meet Buttercup, stars the 23-year-old Bradypus sloth made famous by YouTube.
Buttercup was the first animal to be rescued by Judy Arroyo, the woman who started The Sloth Sanctuary of Costa Rica in 1997.
But now the sloth can add model to her CV as she becomes the poster girl for American Apparel's new branding venture.
The "official ambassador" for the sanctuary will star on a limited edition T-shirt designed by Todd Selby, in aid of Earth Day 2015.
Made with 100 per cent USDA certified organic and pesticide-free cotton, 30 per cent of the eco shirt's proceeds will fund Buttercup's shelter.
American Apparel's move to a more wholesome image follows a year of turmoil.
The LA-based company ousted its founder, CEO and president Dov Charney last December following a string of allegations of misconduct and sexual harassment.
Paula Schneider was drafted in as the new CEO shortly after and has vowed to wipe out the "culture of sleaze" created by self-confessed "dirty guy" Charney.
Buttercup is the first step in the rebranding.
The advert goes on to promise that Buttercup has a big surprise in store.
Let's hope it's more sloths and less sex.