What do you picture when you think of Abercrombie? Well-dressed, thin people, right? And they're usually white. And shirtless.
Say goodbye to that tired paradigm! They'll still be well-dressed, of course, but now Abercrombie is looking to more accurately reflect what real people look like, and it is beautiful.
Yup, they're kicking off the new Abercrombie with fragrances. But don't worry — the people they have representing those fragrances are as diverse as you'd hope they'd be.
They may be baby steps, but they are steps.
"A&F’s 2020 Fierce Family cast includes professional athletes Megan Rapinoe and Kyle Kuzma, activists, dancers, authors, community trailblazers, actors, performers, models, entrepreneurs, comedians and more," they said in a press release.
One of their ambassadors? Megan Rapinoe!
Through that year, "cast members will share their experiences of body positivity, self-empowerment, determination, LGBTQ+ equality, gender equality, overcoming obstacles, and more, all to inspire customers to explore the unexpected and emotional aspects of inner strength."
There's Fierce Cologne, Fierce Confidence, Fierce Reserve, Fierce Blue, Fierce Perfume and Naturally Fierce.
Abercrombie is looking to have each fragrance featured by its partners, and will be releasing a limited edition bottle of each later in the year.
It signals a new shift in how things are done in the fashion world.
"This partnership represents why I do what I do. Brands are finally waking up to what their customers ACTUALLY want and I’m honored to be at the front of this movement working with Abercrombie as we lead the industry for change," model Michael McCauley wrote on Instagram.
"I feel so honored to be working with a brand that’s about helping include everyone in the right way, understanding the great changes in the world and reflecting that in advertising to show so many everyday walks of life," she said.
"Turns out I’m 100% that Fitch!" he wrote on Instagram. "To join this special family of acceptance and fierceness is a huge honor!"
The use of the word "family" is a big part of the campaign.
Her outlook on loving your body is the exact energy Abercrombie needs. Check out what she wrote on her Instagram:
"It’s a weird world out there, but just remember, there is NOTHING you need to change about yourself unless you’re changing for YOU and YOU alone."
"Our goal is to inspire our customers to feel confident, be comfortable and face their Fierce. Face Your Fierce speaks to our values of authenticity, self-love, perseverance, and ultimately, the countless expressions of Fierceness our customers embody," the company said.
"Get ready to see this lil' brown boy in some stores ACROSS the United States! It's an honor to be part of a campaign that includes so many people who are fierce in different ways," he wrote in an Instagram post.
Simply put, the numbers spoke for themselves with their inclusive 2019 Fierce campaign.
Fierce's sales were good prior to last year, but the company said, "the campaign contributed to the fragrance’s best comparable sales in over five years"
Brands like American Eagle have been wise to that for a while — Aerie stopped photoshopping their models years ago, and American Eagle features sizes 00 to 24.
It looks like Abercrombie is behind on the curve, but they're rapidly coming up on it.
As wonderful as their new campaign is, Abercrombie has yet to put their money where their mouth is.
Their clothing size range is still quite restrictive. They offer XXS to XL in pants and shirts, and do not offer a plus range at all.
They are taking some steps. They have a new line of jeans — called Curve Love Denim — that actually does include some plus sizes.
It's not much, but it's a start.
