If you’re a fan of Abercrombie & Fitch’s signature ‘perfectly waxed and oiled’ look, you will be sadly disappointing by the clothing brand’s new bearded hipster look.
In an attempt to turn the brand around and drive new sales, A&F has hired model Alex Libby for the new spring/summer campaign.
Business Insider notes:
So far, the campaign has yielded mixed results. While GQ and Maxim have sung the praises of the nearly unrecognizable Abercrombie of 2016, Facebook commenters are not head over heels for what they’re calling a “homeless” look.
Although the clothes are a crucial part of the campaign, there’s no doubt that mysterious bearded man wearing the apparel — Alex Libby — might be helping people fall in or out of love with Abercrombie & Fitch 2.0.
Jezebel notes: “while Abercrombie’s fourth quarter comparative sales increased 1 percent last year, they’re down 2 percent overall.”
What do you think of A&F’s new look?