You Have to See Abercrombie & Fitch's New Direction

Meghan Blalock

We'd be willing to bet that when you think of Abercrombie & Fitch, a few things come to mind: that unmistakable fragrance drenching its stores, barely there denim shorts, and beautiful white beach bodies modeling perfect California attire. Well, under new creative direction, the brand is basically unrecognizable compared to its former self.

A&F just released its first campaign under new leadership, and the first notable element is the star model's race: Neelam Gill fronts the campaign and is one of the very few models of Indian descent A&F has ever used. (The brand previously came under fire for being overly white in its ad campaigns.)

The brand's new aesthetic is also much more elevated and fashion forward than in previous iterations, due in part to the work of stylist Clare Richardson, who handled the campaign's looks. With high-waisted flared denim, on-trend cocoon coats, leather moto details, and every It girl's favorite sneakers playing key roles, the campaign sheds new light on the heritage brand.

Keep scrolling to see Abercrombie & Fitch's new direction, and head to the brand's site to shop now!

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