In 2017, Abercrombie & Fitch launched its first brand campaign in over a decade ~ a homecoming of sorts.
Long before it became a preppy mall clothing brand, Abercrombie & Fitch was an elite outfitter for legendary explorers, aviators, and presidents. A&F famously dressED the likes of Teddy Roosevelt, Amelia Earhart (whose Abercrombie flight jacket went with her on her famous transatlantic crossing) and Earnest Hemingway to name a few.
But in the 2010s, they lost the thread. Exclusivity crept in, sexuality got louder than substance, and the brand's core audience quietly drifted.
The new campaign was a course correction, right down to the logo which was a lift from their own history and a nod to the brand it used to be. The message was simple: be brave, LET LOOSE, and embrace the messy, one-time-only moments that come with being young.
