Abercrombie & Fitch Drops a Beautiful Ode to the Rapidly Changing Lives of Young Adults

The Richards Group is the agency behind 'This is the Time'

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Abercrombie & Fitch and its new agency of record The Richards Group dropped a powerful coming-of-age campaign, “This is the Time,” aimed at tapping into the changing lives of the apparel brand’s core customers, 21- to 24-year-olds.

“‘This is the Time’ is borne of Abercrombie & Fitch’s heritage as an outfitter of adventure, and an appreciation of the significance of this unique stage in our customers’ lives, and the adventures they are on,” Stacia Andersen, A&F brand president, said in a statement.

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