Abercrombie & Fitch is looking back at its own beginnings to launch what may be one of its most talked-about seasons yet. The retailer's new Abercrombie & Fitch Fall 2026 lineup centers on a campaign called "Denim Made Iconic," and it leans heavily into the brand's original hometown identity. Rather than shooting somewhere generic or studio-bound, the label sent photographer Cass Bird out into the streets of SoHo and into New York subway cars, the same city where Abercrombie & Fitch first opened its doors back in 1892.
The cast is where things get interesting. Model and best-selling author Emily Ratajkowski appears alongside model Paloma Elsesser, and both are joined by New York Giants players Jaxson Dart and Malik Nabers. Pairing fashion talent with football players is not a random choice. It builds on a sports marketing push the brand has been developing for a few years, following its 2025 deal as an Official NFL Fashion Partner and an earlier collaboration tied to McLaren Racing.
View this post on Instagram
