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American Apparel is known for their seductive, provocative, and often risky campaigns and the company has always defended their choices because thats what the people wanted- sex sells.

Last year however, American Apparel teamed up with Lookbook.nu, an online site where everyday people can upload their “look”- people vote, you gain style credit, and your photo can end up on Lookbook’s homepage. In a sort of online contest, American Apparel and Lookbook asked the site’s members to submit styles featuring American Apparel clothing and the winning “looks” would be featured in a book available free in stores an online to customers.

After sifting through entries, the company chose 132 looks from 77 Lookbook members. The irony? All the winning looks are more tasteful, subdued, and less sexy than their usual adds. When asked why the change in direction, The American Apparel Press Team responded, “Maybe this is better categorized as a resource than as an ad. What we liked about it is that it’s 77 people who each have their own sense of style showing how they like to wear American Apparel. Our photographers and designers see the garments in one way and sometimes the customers and fans see it a totally different way. The book has both. That’s a big reason why we’re giving it away at the stores and we hope people take it and get inspired or interested in pieces they wouldn’t have considered before.”

Interestingly enough, the brand has also started to use the looks in their adds and they say that they will continue to use crowdsourcing as a means to engage customers. So for now American Apparel has a new look and I guess its true what they say- the people have spoken.

To see the Lookbook in its entirety visit the American Apparel site.