Dov Charney's American Apparel Replacement Is A Woman: World Expects Big Things

US clothing chain American Apparel, famed for its bright mix and match basics, sparkly disco pants, 'sleaze king' founder and soft core advertising campaigns, has hired a new CEO. And it's a woman.

Paula Schneider will be taking the helm of the ailing brand come January, and she's got her work cut out to transform its tarnished image.

The brand itself is a funny beast, alternating between chooing interesting, unusual and inspiring models for its campaigns - diva dancing Brendan Jordan, transgendered model Isis King and senior citizen Jacky - and sexually objectifying schoolgirls.

Founder and former CEO Dov Charney could now provide a useful service to the company, that of scapegoat. If he takes the rap for the dodgy decisions made with him in charge, Schneider will be free to take the company in the new, more enlightened direction the board of directors are hoping for.

And it'll give Charney more time to fight all those lawsuits from former employees alleging him of sexual harrassment. Though he has always protested his innocence, the tricky issue of what consitutes consent in widly mismatched relationships (CEO and lowly employees) looms large and his repuation of close to the bone campaigns and dubious attitudes has done his company no favours.

For example, in 2009 an anonymous store manager claimed Chaney wanted to tighten the 'aesthetic' of AA stores, by getting rid of empoloyees not deemed hot enough to work for his brand.

Of his replacement, the board’s co-chairman David Danziger said: “This company needs a permanent CEO who can bring stability and strong leadership in this time of transition, and we believe Ms. Schneider fits the bill perfectly.”

Sounds good to us. And some things we hope Schneider will do as CEO include:

• Putting some clothes on the models in the ads. That's what AA's trying to sell, right?

• Judging employees by their skills rather than their looks

• Bring the prices down. We love its no-sweatshops ethic (provided that's true) but £37 for some shiny wet-look leggings? That's hardly a 'basic'.

• Bringing an awareness that charity fundraisers don't all have to be conducted in bikinis

• Not masturabting in interviews

We reckon she'll probably nail those. Most (normal) people would probably manage.

No doubt AA is hoping this new appointment will close the Dov Charney chapter of its history, ending a very difficult 2014 with the promise of a new, more female-friendly future.

But Schneider has her work cut out. This is a company Charney has built from nothing and he's not going to let it go without a fight. We just hope her arrival brings a new dawn for those who work for the controversial brand.

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