New direction for Abercrombie & Fitch shown in new ad campaign

American fashion label Abercrombie & Fitch is clearly heading into a new direction with its new ad campaign, with fewer half-naked men and more models from with other origins.

Improve Abercrombie & Fitch image

The company has not only altered the way it will present the Abercrombie & Fitch clothing, it also wants to alter the collections itself, with more room for blue jeans, colourful shirts, pants and dresses.

The label’s new style was designed by its new creative director of marketing, Ashley Sargent Price, who used to work for competitor J Crew until she was hired in April of this year.

Abercrombie & Fitch needed to alter its course, as sales had dropped like a rock and its CEO Mike Jeffries was kicked to the curb in November 2014 after several inappropriate quotes. To make matters worse, the brand was labeled the “most hated brand in the United States” this past February.