Brands are often subject to the finicky fashion decisions of their consumers. In the early two-thousands, American Eagle, Aéropostale and, most notably, Abercrombie & Fitch ruled the teen fashion market. While American Eagle and Aéropostale innovated and changed to suit their demographic over the years, A&F stayed stagnant under the rule of its controversial (and creepy) former CEO, Mike Jeffries.
A brand is never just the vision or voice of one person, even lofty luxury labels like Yves Saint Laurent and CHANEL have been transformed over time by the hands of different designers and influencers. While late to the game, A&F seems to be making a turnaround. As someone who is innately inclined to give out second chances, I decided to peruse the Abercrombie website in search of something new.
The new fall collection is an undisputed departure from the brand's previous penchant for bombastic logos and tacky colors. The crop of women's clothing now features flirty florals, muted color combinations and delicate details. It's all classically A&F but with a bohemian twist and a touch of modernity. High-waisted chinos replace faded ripped jeans while flouncy skirts dismiss the mini-skirts of yesteryear.
In shopping for myself, I discovered a similar evolution of taste in their men's collection. While the clothes are decidedly preppy, the patterns are fresh and the tees are emblazoned with tasteful, artistic graphics instead of obnoxious lettering. There was not a monogrammed moose in sight as I clicked through the soft sweaters and sporty joggers.
See the style segue for yourself by viewing my favorite finds for fall.