Millennials Love Abercrombie & Fitch Again, But It's Not the Store You Remember from the Early Aughts

PureWow editors select every item that appears on this page, and the company may earn compensation through affiliate links within the story. All prices are accurate upon date of publish. You can learn more about the affiliate process here.

Have you heard? Your favorite middle school brand is making a major comeback. Yep, none other than Abercrombie & Fitch is back and better than ever. We know, we know, your brain just flashed back to corduroy miniskirts paired with the infamous collared shirts (and moose emblem, natch). But that’s not what the rebrand is looking like. Think, H&M meets Topshop with a hint of Aritzia. From a branding standpoint, the relaunch is all about ensuring that the brand’s morals align with equality, diversity and giving back. The clothing refresh, however, is solely based on staying current with the hottest trends, and we’ve gotta say, we’re here for it.

So, what happened?

Way back when, A&F got a ton of backlash over its fake image. A lot of it came down to the CEO at the time, Mike Jeffries. Under Jeffries’ leadership, A&F was seen as promoting an incredibly narrow beauty ideal, and honestly, making the brand feel quite exclusionary. He was even quoted in an interview with Salon as saying, “That's why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that.” Yikes. As society—thankfully—broadened its definition of beauty, Abercrombie—with Jeffries at the helm—became more and more backward and irrelevant.

Enter: New CEO Fran Horowitz, who took on this whale of a rebrand about four years ago and is largely credited with making it the success it is today.

Since the rebrand, A&F has ditched the unattainable, half-naked greeters, the moose logo and the exclusionary sizing and messaging that if you’re not a size 2, you should find somewhere else to shop. The clothing they offer now chic, versatile, comfortable and fits the aesthetics of Gen Z and millennials alike.

Below, ten of the cutest pieces from Abercrombie & Fitch to shop right now.

14 of the Best Flannel Looks to Rock All Autumn Long

leather pants
Abercrombie & Fitch

1. curve Love Vegan Leather Ankle Straight Pants

Leather pants are all the rage this season and this pair is slightly cropped with a looser fit for a relaxed look. Pair with a fitted bodysuit and pair of booties for an OOTD you’ll want to wear every other day.

Available in sizes 24W to 27W

teddy coat
Abercrombie & Fitch

2. teddy Coat

This cozy style has been trending for a few years now, and we can see why. It has a slightly oversize fit, so a sweater can sit comfortably underneath.

Available in sizes XXS to XL

sweatervest dress
Abercrombie & Fitch

3. sweater Vest Mini Dress

Layer a long-sleeve top or fitted button-down under this vest dress for a dark academia look. This classic houndstooth is timeless and would make Blair Waldorf proud.

Available in sizes XXS to XL

green top
Abercrombie & Fitch

4. long-sleeve Poplin Squareneck Corset Top

Wear this corset top with a pair of structured, straight leg jeans to complement the fitted cut of the top. We’re also loving this stunning green shade, which is perfect for fall.

Available in sizes XXS to XL

Abercrombie & Fitch

5. boyfriend Crew Park Graphic Sweatshirt

These popular sweatshirts are a comfy and cute way to step out in sweats. We’ll definitely be pairing this with our favorite Lululemon leggings and a pair of high tops.

Available in sizes XXS to XL

Abercrombie & Fitch

6. margaux Suede Western Ankle Boots

We’re loving the ongoing Western trend. This suede pair would look great with jeans and an oversize sweater or a flowy dress in a feminine pattern.

Available in sizes 6 to 15

a f jeans 2
Abercrombie & Fitch

7. curve Love 90s Ultra High-rise Straight Jeans

Everyone needs a go-to pair of jeans. This one is structured, but soft enough that you won’t feel too constricted.

Available in sizes 24W to 33W

Abercrombie & Fitch

8. oversized Cozy Shirt Jacket

Shackets for fall? Groundbreaking. (Just kidding—we’re still wearing ours.) This one is a medium-weight, making it ideal for chilly fall mornings taking the dog for a walk.

Available in sizes XXS to XL

Abercrombie & Fitch

9. slim Turtleneck Sweater Bodysuit

Turtleneck bodysuits are great in cooler weather because they won’t ride up. This one features a thicker, ribbed material for a touch of warmth.

Available in sizes XXS to XL

Abercrombie & Fitch

10. long-sleeve Utility Jumpsuit

This jumpsuit comes in petite, regular and tall lengths, depending on your proportions. Worn solo or with a jacket thrown on top for extra warmth, it’s such an easy outfit that doesn’t sacrifice any amount of stylishness.

Available in sizes XXS to XL

IMG 1645 e1692204102526
Olivia Dubyak

Commerce Editor

Olivia Dubyak is PureWow's Commerce Editor and textbook Capricorn. She studied journalism at Duquesne University in Pittsburgh, Pennsylvania, but has gone from New York City to...
read full bio