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American Apparel fires creative director for second time & hires two new execs.

American Apparel has reportedly fired its creative director, Iris Alonzo for a second time and has hired two new executives; Thoryn Stephens as chief digital officer and Cynthia Erland as senior vice president of marketing.

Alonzo was first fired in June but was subsequently rehired in October, while both Stephens and Erland were outside hires.

The moves were made under the instructions of the brand’s new chief, Paula Schneider who is reportedly keen to revamp the company’s executive team. It is still unclear how much of American Apparel’s boundary-pushing image she plans to change.

The retailer has been criticized for much of its advertisements, which often showcased hyper-sexualized women, including a 62-year old lingerie model.

"I am excited to welcome Thoryn and Cynthia to the Company," Schneider said of the new hires. "Both are innovators with deep expertise working with established brands. They will be an important addition to our experienced, creative, and passionate team."

Both Stephens and Erland are set to begin their new posts on 9 March and will report directly to Schneider.

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