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Gilly Hicks introduces new gender-inclusive collection and visual identity

Tom Shearsmith
15 July 2021

Gilly Hicks, a division of Abercrombie & Fitch Co, has unveiled plans to become more gender-inclusive - introducing underwear, loungewear and activewear in patterns and colours that match everyone’s styles, regardless of gender identity.

The changes announced align with the brand’s updated growth strategy, which includes an expanded product assortment, new store and digital experiences and a reimagined brand purpose.

In addition to the expanded product collection, select Gilly Hicks side-by-side stores, next to Hollister locations, have been refreshed to provide a new brand experience, including the side-by-side store in Westfield White City.

The UK currently has 30 Gilly Hicks locations, with Abercrombie & Fitch Co confirming "opportunities for additional global standalone stores will be evaluated in the future". has curated a gallery of the new campaign imagery:

Kristin Scott, Global Brand President at Abercrombie & Fitch Co, said: “We are thrilled to begin this new chapter for Gilly Hicks. From its global reintroduction in 2017, to last year’s addition of our highly successful Gilly Go activewear line, to providing matching underwear, loungewear and sleepwear that can be worn by all genders – the brand has continued to evolve to best meet our customers’ needs.

“Today the brand is celebrating a new purpose focused on helping Gen Z, which is the most stressed-out generation, find their happy place with a renewed focus on wellness and mindfulness. The new product, digital experience, stores and our recent investments in talent further demonstrate our commitment to Gilly as a key part of our company’s long-term growth strategy.”

To celebrate the relaunch, Gilly Hicks is also giving away $100,000 to help customers rediscover what makes them smile. From 15th-31st July, fans in the UK, US and Canada can leave a comment on the Gilly Hicks Instagram page, sharing what takes them to their happy place.

Gilly Hicks will award five participants $20,000 each to spend on whatever makes their happy place a reality.

Katie Adams, Director of EMEA Marketing at Gilly Hicks, added: “The introduction of gender-inclusive product truly reflects what our Gen Z customers are looking for today and we are excited to help our EMEA customers find their happy place through our evolved Gilly Hicks experience. We look forward to our EMEA customer discovering our new brand purpose, and will continue to evaluate opportunities to expand Gilly Hicks in the European market.”

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