American Apparel will be returning to the UK – and it looks like the retailer has undertaken a rebrand.

Previously, the US chain sparked controversy after pushing an “irresponsible and offensive” advert that “sexualised a model”.

But now, the store seems to be pushing a brand new image of body positivity.

The new American Apparel campaign celebrates “real people”.

The brand, which is now owned by Canadian retail giant Gildan, is refusing to retouch their images.

They have also enlisted a wider diversity of women to advertise their clothes.

All of the stunning ladies were hired through an open casting call, allowing everyone the opportunity to pursue their modelling dreams.

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One of the most striking images from the new “Back To Basics” shoot depicts a model in a bright red bikini.

In the picture, the beach babe lets her natural beauty shine through with a minimal makeup look.

The snap, which hasn’t been retouched, reveals every curve and mark on her body.

Many have noticed that the advert is poles apart from what previous ones looked like.

After the new shots were released, shoppers were delighted that the brand is going in a new direction.

One Instagram user said: “Love love love the diversity.”

Another commented: “I love your models. I’m so sick of everyone on social media looking so cleaned up/fake.”

A third simply said: “I love this so much.”

American Apparel’s brand marketing director, Sabina Weber, recently spoke about the latest campaign.

She told Vogue:  'We feature real people, unretouched and authentic.

“We still use the same flash photography and minimalist design approach.

'What really changed is our approach to sexy: our models are over 21 and we celebrate their sexiness with confidence, from a woman's point of view – they are in control and we simply celebrate their unique ways of being sexy and body positive.”