After 127 Years, Abercrombie & Fitch Tries New Marketing Approach: Body Positivity

'Face Your Fierce' campaign conveys coolness is for everyone

abercrombie and fitch models
Abercrombie's new models "made their mark on the world by living as their most authentic, brave and Fierce selves." Abercrombie

This year, Abercrombie & Fitch is taking another step to ensure it’s no longer the exclusive outfitter for the thin, popular girls and bronzed, muscular jocks that ruled your high school in the early aughts.

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@monicroqueta monica.zorrilla@adweek.com Mónica is a breaking news reporter at Adweek.
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