Once known for discriminatory recruiting processes where only hot hunks and stunning girls got a say, US brand Abercrombie & Fitch (A&F) decided to move away from earlier practices that had already put the business viability at high risk last year. Last April, the brand poached J.Crew’s creative director Ashley Sargent Price to lead global marketing for all Abercrombie brands and push forward the long-desired rebranding process. Now these efforts are beginning to bear fruit.

“The Blues”, A&F’s newest denim collection and its advertising campaign exude the new values that the brand wants to put in the forefront: diversity, spontaneity, sophistication and ease. The featured models aren’t in their teens any more, demonstrating clear determination by the company to cater for the twenty-somethings now. Shot by photographer Matt Jones and styled by deb Watson, the campaign evokes similarities to those of brands like Gant and Gap.

“The Blues” denim collection by Abercrombie & Fitch.
© Abercrombie & Fitch
“The Blues” denim collection by Abercrombie & Fitch.

The collection features a more extensive selection of denim styles for women, such as a jumpsuit, a cropped stove-pipe and a wide-leg boyfriend silhouette.  More classic styles like the skinny, flare, straight-leg and boyfriend continue to feature the denim collections. For the gents, Abercrombie has introduced stretch fabrics for additional comfort, a super skinny style and an iconic raw selvedge look. 

The Blues are already available for sale. A film featuring a song by artist Bo Diddley will accompany the still shots.

“The Blues” denim collection by Abercrombie & Fitch.
© Abercrombie & Fitch
“The Blues” denim collection by Abercrombie & Fitch.

“The Blues” denim collection by Abercrombie & Fitch.
© Abercrombie & Fitch
“The Blues” denim collection by Abercrombie & Fitch.

“The Blues” denim collection by Abercrombie & Fitch.
© Abercrombie & Fitch
“The Blues” denim collection by Abercrombie & Fitch.