American Apparel recently came out with a t-shirt featuring custom artwork by renowned Illustrator Luba Lukova.
The famous Illustrator is known for her graphic works that feature juxtapositions of symbols along with metaphors and simplistic designs to create an image that raises awareness of social issues around the world. Lukova’s most recognizable pieces belong to a series titled “Social Justice” that questions issues such as immigration, corporate corruption, health coverage, and brainwashing.
It is with this background that there is no question as to why Lukova was chosen to create a t-shirt for American Apparel. Not only does the clothing company utilize trendy apparel, but one of their marketing strategies is offering their customers clothing that was made in the United States as opposed to in another country where it could have been produced through child labor. With this type of customer in mind American Apparel may have used Lukova’s artwork to further please that cliental. They also may have used her work because it is unique and fit in with the indie apparel that is already being sold at their store. Regardless as to their reasoning it is clear that American Apparel along with Lukova have formed a symbiotic relationship by collaborating to make the t-shirt. Through their collaboration American Apparel has gained a thought provoking and original t-shirt design that they can sell, while broadening their customers to include followers of Lukova’s work. As for Lukova she has also profited from this relationship by promoting her work on the apparel of a well known and trusted clothing brand. Through this free advertisement Lukova can hopefully raise awareness of issues found in her works and also create interest for artwork she will do in the future.
Check out the Video of Luba Lukova’s “Graphic Guts” Politcal Posters below:
You can purchase her T-shirt here.
About Lauren Dimberg
Lauren Dimberg is a current Illustration/Communication Arts student at Savannah College of Art and Design. She grew up in a small town in Vermont, but knew she needed a more stimulating environment to receive her BFA which led her to further her education at one of America’s top design schools, SCAD. Though her works are predominately graphic she is conscientious of the latest fashion trends thanks to her social network of creative individuals majoring in fashion and photography.