Abercrombie & Fitch has ditched sex for a new look — see it here

Survey: Abercrombie & Fitch Is The Most Hated Retailer In America

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.

Abercrombie & Fitch new campaign
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Abercrombie & Fitch new campaign

Despite a few seasons that show that it's been going for a classic, more streamlined look with less logos, it's still struggling to improve sales.

(Photo via Abercrombie & Fitch/Matt Jones)

Abercrombie & Fitch's parent company posted its first quarter of positive comparable sales since 2012 at the end of fiscal 2015, but the first quarter of fiscal 2016 proved that the company still had some work to do.

(Photo via Abercrombie & Fitch/Matt Jones)

In its most recent quarter, comparable sales for the company's namesake brand fell 8%, compared to 9% that time last year. Its parent company's comparable sales fell 4%. The company, however, has been facing struggles internationally.

(Photo via Abercrombie & Fitch/Matt Jones)

Earlier this year, the men's season designed by Aaron Levine, formerly of Club Monaco, showed off a rugged, hipster look. The company hired new Creative Director of Marketing Ashley Sargent Price, who previously worked at J. Crew as senior vice president of brand creative, earlier this year.

(Photo via Abercrombie & Fitch/Matt Jones)

The company has been also shaking its reputation as a retailer for cool, popular kids. In November, Chairman Arthur Martinez told Business Insider about the company's anti-bullying efforts.

(Photo via Abercrombie & Fitch/Matt Jones)

The company hasn't totally eschewed its sexuality; the campaign still has this photo.

(Photo via Abercrombie & Fitch/Matt Jones)

...But the company has also retained some of the youthful effervescence in this campaign. It's not all serious.

(Photo via Abercrombie & Fitch/Matt Jones)

The company is working to get back older consumers. Martinez told Business Insider in November it was vying for the 18 to 25-year-old set, not teens.

(Photo via Abercrombie & Fitch/Matt Jones)

(Photo via Abercrombie & Fitch/Matt Jones)


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SEE ALSO: America's definition of sexy has changed, and retailers are toning it down

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