The New Abercrombie & Fitch Is Nothing Like You Remember From High School or College

Abercrombie & Fitch announced some major changes earlier this year, including ditching the sexy ads and increasing diversity across the board, and now the clothes also have a whole new look—and let’s just say, this ins’t the Abercrombie you remember from high school and college. The brand just released new images with model Neelam Gill, and to say they’re slightly different than the wrapped-catalog pictures you remember circa high school would be an understatement. They’re brilliantly styled, with styled being the operative word.

At its zenith, sex majorly sold for ANF—many an image showed models wearing nothing but a pair of blue jeans. These new guys are expertly crafted by stylist Clare Richardson, and the outfits are all things we’d like to re-create pronto.

new abercrombie fitch campaign picture neelam gill leather jacket

“We are creating a new positioning and new imagery to target the customer,” chairman Arthur C. Martinez said in the spring, revealing that the public would notice the switch starting this fall. In the same interview, Martinez said the brand would be focusing on a slightly older demo, targeting young adults who have graduated from high school but not yet hit their mid-30s.

Other things you might notice in the pics? If the model looks familiar, you’ve probably seen her before (including in Kanye’s fall Adidas presentation and Burberry shows and campaigns). And your eyes are not deceiving you: there’s black pieces in the mix, a still notable inclusion for the retailer.

See some of our favorite new outfits below and then shop here.