Abercrombie & Fitch has been on a comeback tour.
The brand has been reinventing itself by designing clothing with fewer logos in its trendy fall collection. Now, the brand’s latest ad campaign is ditching the hypersexuality that the brand was notorious for, Women’s Wear Daily reports.
The campaign stars Neelam Gill and was photographed by Dan Martensen, according to Women’s Wear Daily.
“With the evolution of the brand, we wanted to try something new,” Craig Brommers, senior vice president of marketing at Abercrombie, said to Women’s Wear Daily.
“We announced a number of changes a few months ago, which were based on our customer’s feedback,” Broomers said to Women’s Wear Daily. “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.”
In a release obtained by Business Insider, the brand said it has “re-worked classic staples for fall that showcase a new direction in design, focused on quality and style.”
Abercrombie & Fitch has been toning down its sexualized marketing for a while, now.
The brand has made many changes, such as dialling back its use of logos.
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