Abercrombie & Fitch is embracing inclusivity and is now marketing to every body.
The apparel company’s latest campaign is entitled Face Your Fierce, in a nod to its popular Fierce cologne, and is intended to highlight body positivity, self empowerment and LGBTQ equality, among other ideas.
Bringing the campaign to life are 24 athletes, activists, models and artists known as the Fierce Family, which include World Cup champion Megan Rapinoe, Los Angeles Lakers player Kyle Kuzman, Olympian Gus Kenworthy and transgender model/singer Laith Ashley.
“Throughout the year-long campaign, 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,” the company said in a statement.
“Our goal is to inspire our customers to feel confident, be comfortable and face their Fierce.”
This will also be the first time Abercrombie has used plus-size models in a campaign.
“We’re moving towards a world of belonging, rather than fitting in,” the company’s Head of Creative, Joanna Ewing, told the New York Post.
This more inclusive mindset is in sharp contrast to the company’s former motif of wanting to only market to “cool, good-looking people” and employing models that they felt best resembled that demographic.
Back in 2006, Abercrombie’s former CEO Mike Jeffires boasted how he didn’t want everyone to wear their clothes.
“A lot of people don’t belong [in our clothes], and they can’t belong,” Jeffries said. “Are we exclusionary? Absolutely.”
After suffering a significant sales drop, the company shuttered many stores, brought on a new CEO and slowly began rebranding.
The Face Your Fierce campaign is expected to run throughout 2020.