Abercrombie & Fitch: A & F Quarterly campaign

Once renowned for supplying the rich and famous of America with outdoor gear, Abercrombie & Fitch (A & F) went bankrupt in the 1970s and was reinvented in the late 1980s as an apparel retailer for college-age teens and young adults.

Abercrombie & Fitch: A & F Quarterly campaign

Mark Lane

OVERVIEW

Once renowned for supplying the rich and famous of America with outdoor gear, Abercrombie & Fitch (A & F) went bankrupt in the 1970s and was reinvented in the late 1980s as an apparel retailer for college-age teens and young adults. After going public in 1996, the company began to focus on marketing itself as a lifestyle brand, selling a freewheeling collegiate image more than engaging in any sustained pitches about product quality. With the help of Sam Shahid and Bruce Weber, the creative director and photographer who had...

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