American Apparel become the label to champion at the Winter Olympics, as they launch gay rights campaign.
American Apparel has launched a new collection aimed at the 2014 Sochi Games, which hopes to raise awareness of gay rights at the Winter Olympics.
Counting Brit model Cara Delevingne among their supporters, the Los Angeles-based clothing brand has designed a bright red collection called P6.
The eye-catching collection of hoods, sweatshirts and beanie hats takes its name from principle 6 of the Olympic charter: 'Sport does not discriminate on grounds of race, religion, politics, gender or otherwise.' 'Otherwise' is this case being taken to mean sexuality.
Cara Delevingne is one of the first celebrities to back the campaign, posting a selfie to over four million Instagram followers. The Internet may have been fixed on her silver grills at first, but it's the P6 slogan that really stands out in the monochrome photo.
In an official statement, American Apparel said: 'The principle 6 campaign uses the language of the Olympic Charter to allow athletes and fans to speak out against this discrimination during the Sochi Games without violating Russian anti-gay laws or violating the Olympic ban on political speech.'
The fashion campaign challenges a 2013 law passed in Russia, which bans the distribution of 'propaganda of non-traditional sexual relations' to minors. The controversial law has since led to arrests of gay activists.
American Apparel has continued to support gay rights since 2008, having launched the Legalize Gay campaign in response to California's anti-same-sex marriage Proposition 8.
While American Apparel isn't an official sponsor of the Winter Olympics,
the P6 collection promises to be just as present during the event.
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