As Millennials, we either REALLY love or REALLY hate all of the Y2k trends making their way around back into the world of fashion. A staple for many us in our high school years was Abercrombie & Fitch. Welp, the brand is back!
Before you go digging out your low rise jeans and hoodies stitched with the oversized logos though, know that Abercrombie & Fitch has taken this second chance as an opportunity to rebrand the entire look and aesthetic. They’re ditching the preppy surfer look to embrace more inclusive trends and color palettes.
Interestingly, TikTok is being credited with a lot of the brand’s surging popularity. You may even notice hashtags on TikTok #abercombiehaul and #abercombiestyle which come from totally organic uploads meaning that these aren’t just sponsored ads - people are actually shopping from Abercrombie again and are showing off their looks! There have been multiple instances where a pair of Abercrombie Jeans or a sweatshirt is shared on TikTok and then shortly after is sold out on the brand’s website.
As part of the company’s rebrand, there’s a push for size inclusivity and representation in ads. This has drawn in new clientele on its own. Pants now go up to size 14 and real-looking young people are being used in their ads, which is a total 180 from the Abercrombie & Fitch in the early 2000’s.