The Abercrombie & Fitch you once knew is doing something very different. The brand has launched its new denim campaign "The Blues," and we're really feeling the brand's fashion-forward take.
On Wednesday, the American retailer—which is undergoing something of an overhaul under the direction of a new generation of leadership—added a handful of new jeans to its offering with the introduction of denim jumpsuits, wide-leg jeans, and of course, a good crop flare. According to GQ, the new trousers are meant to advance Abercrombie's current mission: to become "the ultimate American casual luxury sportswear brand." So while you'll still be able to buy the brand's destroyed, boot cut jeans, you'll also find versions that have a little added stretch for comfort, a super skinny style you could almost run in, and the kind of rigid selvedge denim for which other brands will willingly charge and arm and a leg. (Many of the new pairs are a reasonable $78; the most expensive new addition is cut from Japanese selvedge and will cost just $160.)
As for the campaign, instead of the brands infamous seaxualized marketing, the new campaign (shot by photographer Matt Jones and styled by Deborah Watson), is fully clothed and highly representative. So, ready to do a little denim shopping? Head to Abercrombie's site to pick something out for yourself.