Ab-free zone

The evolved, more inclusive identity has been launched alongside the company’s largest ever advertising campaign and a complete website redesign.

The campaign video opens with the line: ‘People have a lot to say about us. They think they’ve got us figured out.’ It then announces that ‘It’s time for a fresh start’, clearly trying to signal a break from the controversies around diversity, sexism and body-shaming that have dogged the brand for the past couple of decades. The advert contains models from a range of ethnicities and, in a change from past films, includes no naked flesh. The company has also deleted images from its Instagram account as a signal of its aim to start afresh.

‘Rather than buying clothes that symbolise membership in an exclusive group, today’s consumer celebrates individuality and uniqueness,’ explained Fran Horowitz, president and chief merchandising officer of Abercrombie & Fitch, in a statement. ‘Our new brand reflects that confidence and independence of spirit, as well as our own dedication to a more diverse and inclusive culture.’