Abercrombie & Fitch have hired Neelam Gill, a 20-year-old model of Indian descent from the United Kingdom, to be the face of their new campaign.
This marks the second time that Neelam Gill has modelled for a super brand, as she became the first British Indian model to be hired by Burberry two years ago.
Gill is extremely active on social media and isn’t afraid to speak out about topics such as bullying and racism.
In recent years Abercrombie & Fitch has been marred in controversy for only stocking small sizes, presenting itself as an exclusionary brand, and for creating overly sexualised ads.
The brand has also been hit by big financial losses, in part due to society’s move away from preppy clothing and a cultural shift towards body positive images and increased diversity and inclusion.
Senior vice president of marketing at Abercrombie & Fitch, Craig Brommers said that “With the evolution of the brand, we wanted to try something new”.
Image source: abercrombie & fitch