Too Little Too Late? A&F Drops The Perfectly Waxed Look For A Bearded Hipster Look

Abercrombie & Fitch

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:

According to a press release, the new line is a hat tip to the brand’s roots combined with “new fits and fabrics, which is in line with the A&F’s move toward a more elevated and distinguished look.”


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.

Your first look at our newly designed Men's Summer Collection. Shot by @zackerymichael, modeled by @alexlibby123.

A photo posted by Abercrombie & Fitch (@abercrombie) on

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?