Abercrombie & Fitch Continues Its Efforts To Rebrand With A New Campaign

Beleaguered sportswear brand Abercrombie & Fitch (beloved by every popular kid from your school circa 1998) has been undergoing a complete makeover since 2015, and a new fashion campaign that came out Wednesday is one of its latest efforts to re-brand. To address the plummeting sales that has set the company adrift in recent years, A&F has hired a new creative team to head up its comeback, including a menswear designer from Club Monaco and a womenswear designer from Karl Lagerfeld. They also hired a new creative director, Ashley Sargent Price, who was previously at J. Crew. The brand’s newest campaign is the first under Price, and its much more sophisticated and diverse than the super-sexual sepia-toned ads featuring mostly white models it was once synonymous with. Read more at Paper.