Abercrombie & Fitch has ditched sex for a new look — see it here
Abercrombie & Fitch has been working hard to turn itself around.
The company has an embedded reputation for its steamy, blatantly sexual ad campaigns coupled with the notion that it's a bully, but that has been changing steadily over the recent years, particularly as American consumers crave a less overt version of sexiness.
A fall campaign featuring Neelam Gill showed that the company believed that covered-up people could sell; it wasn't all about sexy ads. Moreover, Gill is notably an anti-bullying activist on social media.
The new campaign, which was styled by Deb Watson and photographed by Matt Jones, seems to say something similar.
You can see the photos here.
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SEE ALSO: America's definition of sexy has changed, and retailers are toning it down
