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Abercrombie & Fitch reintroduces itself to consumers with Abercrombie Today campaign

Camilla Rydzek
12 January 2022

Abercrombie & Fitch has spotlighted its own employees and their experiences in a new brand activation that aims to "officially reintroduce" the brand to its customers.

The new campaign, called Abercrombie Today, aims to celebrate diversity and showcase the brand’s commitment to creating a space where everyone feels confident and comfortable in their own skin.

The Abercrombie Today campaign has been brought to life through a new window display in the Regent Street store, which spotlights Abercrombie associates as the heart of the company.

The campaign will be shared across the company's social channels and in stores globally. Associates will also be showcased in the A&F Conversations social media series, where they are able to share their thoughts on what working for Abercrombie means to them.

Fran Horowitz, CEO at Abercrombie & Fitch Co said: “Abercrombie isn’t a brand where you need to fit in – it’s one where everyone truly belongs. We lead with purpose, and that inclusive and equitable spirit is woven throughout all we do.”

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