Abercrombie & Fitch Starts Anew with Largest Campaign Ever

Abercrombie & Fitch’s clean slate




Shortly after deleting all of its Instagram posts, Abercrombie & Fitch continues its rebranding effort with a holiday campaign.

Consisting of a series of photographs featuring American youths, the campaign is hailed as the brand’s largest ever. Shot by acclaimed photographers Josh Olins and Matt Jones, the images are said to reflect today’s consumer while honoring the brand’s 125-year heritage as an American brand.

“Rather than buying clothes that symbolize membership in an exclusive group, today’s consumer celebrates individuality and uniqueness. Our new brand reflects that confidence and independence of spirit as well as our own dedication to a more diverse and inclusive culture,” says Fran Horowitz, President and Chief Merchandising Officer of Abercrombie & Fitch Co., in an official statement.








Indeed, the brand has been working hard to separate itself from the old Abercrombie & Fitch and the exclusivity promoted by disgraced former CEO Mike Jeffries. Last July, it has debuted a toned-down campaign, which was a far cry from Abercrombie & Fitch’s sexualized ads from the old days. This time, though, the brand is undergoing a major makeover with not only the aforementioned ad campaign, but also a revamped website; digital advertising across video streaming websites, music platforms and social media; and out-of-home marketing in New York City, Los Angeles and Chicago.








A video has also been released to introduce the new face of Abercrombie & Fitch with messages that read: “People have a lot to say about us. They think they’ve got us figured out,” which is followed up with the holiday messaging, “This is Abercrombie & Fitch.”

Watch the video below: