Breaking : American Apparel Fires Creative Director Iris Alonzo

Los Angeles retailer American Apparel has fired creative director Iris Alonzo for the second time. Alonzo was a longtime supporter of ousted founder Dov Charney and was very open in her support of him. She was previously dismissed in the summer of 2014, but was rehired in October of that year returning to leading the creative department. She stayed on even after Charney’s departure from the company was finalized in December.

The company then named longtime fashion executive Paula Schneider, formerly of Warnaco as its next CEO and she started from January of this year. Schneider told Bloomberg in an interview in february, that she had won the approval of Charney for the job helped win over current executives, and keep them in place. She also praised the company’s brand and work ethic while pointing to the need for better logistics and planning.

The company has lost $310 million in nearly five years and carries more than $200 million in debt. American Apparel rose 1.6 percent to 92 cents at the close in New York. The shares have gained 5.6 percent in the past month.