What do actress Emily Ratajkowski, model Paloma Elsesser and New York Giants players Jaxson Dart and Malik Nabers have in common? They’re all starring in the fall denim campaign for Abercrombie & Fitch.
The company, which was founded in New York City in 1892, is returning to its roots with the new campaign, which was shot in its former hometown by New York-based Cass Bird.
Inspired by the energy of the city, the campaign is intended to speak to what it means to be iconic. By featuring famous faces across fashion and sport, A&F is seeking to reimagine denim through self-expression. The campaign was shot in the streets of SoHo and subway cars and feature women’s styles including the High Rise Wide leg Jean, High Rise Barrel Jean, Low Rise Ultra Loose Jean and High Rise Relaxed. Men’s silhouettes include an updated Relaxed Straight fit and Baggy. Both genders offer new garment-dyed fabrications.
“New York City was the natural setting for this campaign because it’s where the Abercrombie story began more than 130 years ago,” said Corey Robinson, brand president of Abercrombie & Fitch. “As we continue to evolve the brand, we’re excited to celebrate that heritage while showing how denim remains relevant through a modern lens. The city’s energy and individuality made it the perfect backdrop for a campaign centered on self-expression and personal style.”
Robinson added, “Emily and Paloma reflect the fashion culture that defines New York City, while also highlighting the effortless, elevated lifestyle that our brand represents. Together, with Jaxson and Malik, we believe these influential figures across fashion and sport showcase the versatility of our denim in a way that speaks to our customers.”
All told, the Abercrombie & Fitch fall denim collection includes 120 styles available in regular, short and long lengths, with sizes ranging from 23 to 39. The collection launches online on July 30 and will also be available in Abercrombie & Fitch stores.
