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Just a few years ago, the jokes about Abercrombie & Fitch would write themselves. Remember the cologne-drenched mall stores you’d have to drag your mom into and the models with six-packs occasionally parked outside of them? And, of course, we can’t forget the moody black-and-white catalogs complete with scantily clad teenagers in questionable poses. But that’s the Abercrombie & Fitch of the past.
The new Abercrombie is cooler than ever — thanks, in part, to Gen Z tastemakers on TikTok (aka the audience du jour that every brand is currently trying to tap into). So, how did Abercrombie & Fitch so quickly go from laughing stock to cool-girl brand?
First off — like many other brands during that era — the original ethos of Abercrombie & Fitch was about exclusivity. The size range was limited, and if you weren’t a size zero, you’d probably be reminded of it every time you walked into one of their stores filled with raunchy, blown-up photos of pint-size-yet-ripped adolescents. (Rendered in — you guessed it — moody black and white.)
Now, Abercrombie caters to a far wider range of body types than just size zeroes, has a Curve Love jeans collection, and even recently collaborated with body-positive influencer duo Maria Castellanos and Denise Mercedes (aka Style Not Size) to create an ultra-inclusive capsule collection in sizes XXS through XXXL. Abercrombie now prominently features plus-size models and content creators — not just ones with six-packs! — in their campaigns.
Unsurprisingly, the clothing selection itself no longer revolves around logos or colorful, preppy polos. (The peak of early-aughts fashion, of course, was the double popped collar.) Instead of prep-school pieces and “A&F” stitching, today, you’ll find a mix of elevated basics and statement-making staples — everything from wear-everywhere bodysuits to cocktail dresses for wedding weekends. (Yes, really!) These staple pieces are in line with Abercrombie 2.0’s focus on sustainability: encouraging eco-conscious youngsters to build a wardrobe around versatile staples rather than one-and-done trendy pieces. (The brand is also doing a lot more behind the scenes to reduce its carbon footprint, too.)
Also, Abercrombie’s updated size range isn’t the only thing inclusive about them: The price point is ultra-accessible and budget-friendly — almost everything is under $250 — without sacrificing quality. Affordable, sustainable and chic? Yep — this is the Abercrombie Pro Max Plus, and it’s time to get acquainted.
Below, find 12 picks that’ll have you rethinking everything you thought you knew about Abercrombie & Fitch.
The good news is Abercrombie’s swim section is everything — complete with chic printed bikinis and matching bucket hats — and the bad news is you’ll probably end up wanting to buy everything.
This dress is an edgy, versatile mini you can wear for dinner dates, girls’ nights out and every soiree in between.
Yep, Abercrombie has shoes, too — and they’re good. This pair of slip-on sandals has a low block heel for comfortable commuting and nights on the dance floor.
Whatever the occasion is, you’ll be the best-dressed guest — without breaking the bank! — in this minimalist, asymmetrical number.
Abercrombie & Fitch Sunday Sweats, $53.40 (Orig. $89)
This blazer is an instantly outfit-elevating essential that only looks really, really expensive.
This is the perfect packable, lightweight woven tote bag for your next beach vacay or summer getaway — and it’s only $79.
Found: The ideal flirty, floral top you’ve been searching for, right in time for the new season.
Abercrombie’s always been known for its wide variety of denim styles in different silhouettes and washes. And while the iconic stitching they made famous back in the day may have since been removed from back pockets, these straight-leg jeans are crafted from the brand’s Vintage Stretch denim, so you can still get nostalgic.
Abercrombie & Fitch Vegan Leather Split-Hem Pants, $69.30 (Orig. $99)
If you’re not a jeans gal, Abercrombie has a stunning selection of non-denim pants, too, like these split-hem faux leather trousers.
Abercrombie & Fitch Short-Sleeve Cropped Relaxed Graphic Tee, $17.40 (Orig. $29)
Some things never change: Abercrombie’s graphic tees are as super soft as you remember.
If you enjoyed this article, check out this guide on dressing to go out again!
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