When I was 15, I spent more time than I care to admit inside the overly fragrant store that is Abercrombie & Fitch. While trying on $80 jeans with excessive rips in them, I was surrounded by giant advertisements scattered throughout out the store, all of which featured models wearing as little clothing as possible. I remember thinking to myself, “Wait… this is a clothing store. Why are their ads making zero effort to show off their clothing?” Well folks, it looks as though A&F may have finally come to the same realization I had about ten years ago. Better late than never.

A preview of the new minimalist approach for Abercrombie & Fitch.

The brand (which has rightfully been under a lot of criticism over the past few years for A&F’s former CEO Mike Jeffries’ remarks about the brand being only for “thin and beautiful” customers) seems to have finally turned a new leaf. The new winter campaign the company recently released features a model who is not only dressed in fully put together outfits, but also in pieces we actually would consider buying.

A preview of the new minimalist approach for Abercrombie & Fitch.

Senior Vice President of Marketing at Abercrombie, Craig Brommers told WWD, “We announced a number of changes a few months ago, which were based on our customer’s feedback. One of those changes was the elimination of sexualized imagery. As we evolve the brand in terms of product and marketing, making the consumer aware of these changes is important. Although we are still on a journey of change, we feel that we have made developments in our brand creative, and this shoot starring Neelam Gill has been a step forward for us.”


The new campaign features pieces like a crisp, white button down, a super cool leather jacket, a cozy cable sweater and the perfect NYE dress. The styled outfits, which look strikingly similar to what you might find in a J.Crew catalogue, are a far cry from the over sexualized images of the brand’s past. Does this mean all questionable morals of the company’s past are forgotten? No, but they’re definitely on the right track.

Would you consider shopping at Abercrombie and Fitch again? Share your thoughts with us in the comments below.

(Photos via Abercrombie and Fitch)