After the departure of controversial CEO Mike Jeffries and amid flagging sales, ubiquitous teen fashion label Abercrombie & Fitch has wasted no time in revamping its brand image along cleaner, more candid lines. Headed by J. Crew alumna and now Creative Director of Marketing, Ashley Sargent Price, A&F’s new marketing campaign for the Holiday 2016 season is the brand’s largest-ever and was shot by Josh Olins and Matt Jones. Centered around the tagline “This Is Abercrombie & Fitch,” the revamp is introduced in the video above, which boldly opens by proclaiming, “People have a lot to say about us. They think they’ve got us figured out.” In an overt and era-appropriate break from its former identity, the company has also literally wiped the slate clean by deleting all former content on its Instagram account.
While the second quarter of 2016 saw sales slide by 4 percent, there’s slow-burning hope that this new brand identity will turn things around for the iconic retailer. Check out the brand’s new website here.