“The Blues”
Abercombie and Fitch


“Oh you pretty thing,” sings American R&B and Chicago blues singer Bo Diddley in Abercrombie & Fitch’s new denim campaign film ‘The Blues.’ The models dance to the 1955 blues song “Pretty Thing” wearing the latest pre-fall denim collection in the behind-the-scenes fashion campaign film. The Abercrombie & Fitch pre-fall collection embodies the all American spirit, classic denim that is paired with flannel and chambray.

Abercrombie & Fitch was established in 1892 by David T. Abercrombie and Ezra Fitch, and since the appointment of Creative Director Aaron Levine heading up menswear last June, the brand has revisited its historic roots. Denim has always been at the core of the American outfitter’s brand.

The changes to the brand this past year are obvious in the new denim campaign ‘The Blues’ shot by photographer Matt Jones and styled by Deb Watson. All the models are fully clothed, unlike the campaigns of the past where models posed shirtless in their American denim.

In the Abercrombie & Fitch’s denim campaign ‘The Blues,’ they feature a range of styles, including a jumpsuit, cropped flares, wide-leg boyfriend jeans and a new super skinny fit. The denim styles come in classic blue and light washes with raw selvage and distressing, for both men and women. The jeans are paired with plaid flannels, Henley’s, classic white button-ups, casual white T’s, and sweatshirts, and the authentic American looks are accessorised by Western handkerchiefs and Converse All-Stars.

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