For over 125 years, Abercrombie and Fitch has created quality products that embody the spirit of comfort, ease, and all-American self-assurance. As the target demographic began to shift for the iconic brand the creative direction for the men’s shopper was updated to resonate with a younger, more discerning customer.

The updated visual direction highlights the versatility and functionality of the product through the addition of detail shots, motion, and aspirational styling.