Abercrombie & Fitch's journey has been a fascinating one to follow in recent years. Like many teen retailers that were mall favorites in the mid-aughts, A&F has been hit hard by the current retail climate. But a rebrand that began with former Karl Lagerfeld designer Kristina Szasz's Fall 2015 debut has seen the label making a serious aesthetic pivot.
Today, A&F released Part Two of its "Made for You" campaign. It builds upon the new direction seen in Part One by featuring street- and Instagram-cast teens and 20-somethings rather than the beefy, half-clothed models for which it used to be known. This time, the models were cast in Asheville, North Carolina and Boulder, Colorado, where the campaign was shot and styled to reflect their individuality.
This feels like a move in the right direction, and only time will tell if the brand intends to further address the values that are increasingly important to their target demographic of millennials and Gen Z'ers and 20-somethings — like wider ethnic diversity and ethical production. For now, the aesthetic redirection and savvy casting concept bode well for the label.
Check out the second part of Abercrombie & Fitch's "Made for You" campaign in the gallery below.