Abercrombie & Fitch launches new campaign featuring customers as models
Abercrombie & Fitch has launched a new campaign that uses the fashion brand’s customers and fans as models. It also features several social media personalities and influencers.
Called Denim Your Way, the campaign aims to showcase Abercrombie & Fitch’s commitment to denim comfort and fit following over a year of research, fit testing and customer interviews to create what the brand describes as its best jeans yet.
Carey Collins Krug, head of marketing for Abercrombie & Fitch, said: “Any relationship’s success depends on one’s ability to listen, and when it comes to Abercrombie’s relationship with our customers, we did just that. We’ve doubled down on the fit of our denim, its feel and comfort, the quality of its construction and materials, the inclusivity of our sizing, and our range of styles. When it came to crafting a campaign celebrating our denim, it only felt right to highlight those who inspired that commitment: our customers.”
The denim collection is Abercombie & Fitch’s most inclusive to date with women’s sizes ranging from 23 to 37 in lengths from extra short to long. It also includes the brand’s Curve Love fits, which are designed with extra room in the thigh and constructed to help mitigate waist gaps.
Corey Robinson, head of design and merchandising at Abercrombie & Fitch, said: “Inclusivity in design means listening to your customers from across the spectrum of life experiences to craft clothing that meets their needs. That can mean designing jeans to limit a waist gap, sourcing fabrics to flatter and appreciate varying bodies, considering the many gender experiences and identities of our customers, as well as innovating designs and fits that truly celebrate many forms and sizes.”
