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in this issue LUKE GRIMES BY MITCHELL NGUYEN MCCORMACK

Sex Doesn’t Always Sell, Just Ask Abercrombie & Fitch

The new Abercrombie & Fitch, that is

 

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Abercrombie & Fitch had its share of controversies in the past, although none as big as that one time when former CEO Michael Jeffries publicly declared that he only wanted to sell clothes to thin and beautiful people.

But that was then, and this is now.

The American clothing brand has been working hard to change its image since then by hiring new names to design and handle the marketing. The fruit of its labor is finally starting to show, when Abercrombie & Fitch launched its denim campaign on Wednesday.

Titled “The Blues,” the campaign has a clean minimalist look and features a diverse cast, including models Race Imboden, Ty Ogunkoya and Miles Garber; it’s something we wouldn’t dream of seeing from the old Abercrombie & Fitch.

 

abercrombie & fitch fall winter 2016 campaign-2

 

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Shot by photographer Matt Jones, the campaign has been garnering positive reactions so far. Which makes us think, maybe sometimes sex doesn’t sell.

Watch the accompanying campaign film below:

 

 

 

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