They’re losing their “cool.”
Apparel company Abercrombie & Fitch is shedding its exclusionary popular kid aesthetic for a more millennial-friendly re-branding — after their former CEO notoriously professed to targeting only the “cool kids.”
Anchored on a range of ideas including the increasingly trendy “body positivity” movement, as well as “self-empowerment,” “gender equality” and “LGBTQ+ equality,” the new campaign has ditched the days of rock hard abs and glowing tans for more realistic body types, The Post has learned.
The “Face Your Fierce” ads — a play on their Fierce fragrance — center on the brand’s perfumes and colognes for now, not clothing, though all the models pictured will be wearing Abercrombie & Fitch outfits, a spokesperson tells The Post.
“We’re moving towards a world of belonging, rather than fitting in,” says Joanna Ewing, Abercrombie & Fitch’s head of creative.
This is the first ad campaign they’ve launched using plus-size models, though they began quietly incorporating more curvy models in their advertisements last year.
The new yearlong campaign boasts an A-list cast of 24 athletes, activists, models, artists and more to represent the brand and pose in a series of photos — wearing Abercrombie’s signature blue jeans and cable knit sweaters — à la the brand’s previous campaigns, but with a twist.
Among the most recognizable are: American soccer player and two-time World Cup champion Megan Rapinoe, who rose to prominence for her public critiques of President Trump and LGBTQ+ activism; Los Angeles Lakers basketball player Kyle Kuzma; and Paralympic athlete Scout Bassett.
Others include plus-size model Michael Robert McCauley, Olympic skier Gus Kenworthy and the Compton Cowboys.
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