This is Abercrombie & Fitch: Discover the Brand’s Holiday Campaign

October 14, 2016
Ty Ogunkoya stars in Abercrombie & Fitch's holiday 2016 advertising campaign.
Ty Ogunkoya stars in Abercrombie & Fitch’s holiday 2016 advertising campaign.

This is Abercrombie & Fitch

Unveiling its holiday 2016 advertising campaign, Abercrombie & Fitch makes a strong statement about its evolution of image. The brand’s president and chief merchandising officer, Fran Horowitz shares, “This new brand position is the product of an 18-month effort to create a brand identity that communicates our focus on our customers’ needs and aspirations.”

Related: Sweater Spotlight | Abercrombie & Fitch’s Shawl Cardigans

Horowitz continues, “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.”

Abercrombie & Fitch Holiday 2016 Campaign Photographed by Matt Jones

Matt Jones photographs Abercrombie & Fitch's holiday 2016 advertising campaign.
Matt Jones photographs Abercrombie & Fitch’s holiday 2016 advertising campaign.
Matthew Hitt charms with a smile for Abercrombie & Fitch's holiday 2016 advertising campaign.
Matthew Hitt charms with a smile for Abercrombie & Fitch’s holiday 2016 advertising campaign.

Abercrombie & Fitch Holiday 2016 Campaign Photographed by Josh Olins

Model Matthew Hitt dons a striped sweater for Abercrombie & Fitch's holiday 2016 advertising campaign.
Model Matthew Hitt dons a striped sweater for Abercrombie & Fitch’s holiday 2016 advertising campaign.
Josh Olins photographs Matthew Hitt for Abercrombie & Fitch's holiday 2016 campaign.
Josh Olins photographs Matthew Hitt for Abercrombie & Fitch’s holiday 2016 campaign.