Abercrombie & Fitch has turned to its employees to share their new experiences in a new brand activation aimed at “officially reintroducing” the retailer to its customers.

The ‘Abercrombie Today’ campaign aims to renew the retailer’s commitment to inclusivity by creating a sense of belonging by reaffirming its brand purpose, which is that “every day should feel as exceptional as the start of a long weekend: comfortable, confident, stress-free – together”.


The campaign will feature on its social media and in global stores, with the London store on Regent Street spotlighting Abercrombie staff with a new window display.

Ran Horowitz, chief executive of Abercrombie & Fitch Co., said: “Abercrombie isn’t a brand where you need to fit in – it’s one where everyone truly belongs. We lead with purpose, and that inclusive and equitable spirit is woven throughout all we do.”

‘Abercrombie Today’ builds on other purpose-driven initiatives the retailer has implemented, including its equity project in 2020, dedicated to empowering all voices and making a tangible impact by generating funding, enabling change and sharing the experiences of underrepresented communities.