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Abercrombie & Fitch targets 20s-plus market with new denim collection, sophisticated ad campaign


Abercrombie & Fitch Co is upping its fashion game. The struggling retail giant is introducing a new denim collection alongside a “more sophisticated” ad campaign targeting a 20s-plus market featuring a pre-autumn collection that includes a wide denim range of fabrics, washes, styles and fits.

The promotional campaign for the collection is a world away from the brand’s perfection-focused, overtly sexual and ethnically narrow approach of the past and features a more diverse line-up, all of them conspicuously fully-clothed.

The collection includes a jumpsuit, cropped flares and wide-leg boyfriend silhouettes. The classic skinny, flare, straight-leg, boyfriend and girlfriend styles are still part of the mix, and come in an array of colours and finishes.

Stretch fabrics feature strongly in the men’s category while new styles include a super skinny and a Japanese selvedge denim, the latter priced at $160 in the US. The collection also includes fleece, outerwear pieces, a denim jacket and a peacoat.

“Denim has always been a part of our brand heritage, and we have put together a collection inspired by current trends and heritage pieces. We are listening to our customers, and believe they will love the new collection,” Abercrombie & Fitch creative director Ashley Sargent Price told WWD.

The launch coincides with ad campaign aimed to develop that “more sophisticated” message. Shot in New York by Matt Jones and styled by Deb Watson, the campaign surprisingly breaks in the UK in The London Evening Standard this afternoon, and will also appear in Elle, Marie Claire online and InStyle online.

A film, entitled ‘The Blues’ and featuring a song by Bo Diddley, will accompany the new ads.

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