Abercrombie & Fitch has ditched sex for a new look - see it here

Abercrombie & Fitch has been working hard to turn itself around.

The company has an embedded reputation for its steamy, blatantly sexual ad campaigns coupled with the notion that it's a bully, but that has been changing steadily over the recent years, particularly as American consumers crave a less overt version of sexiness.

A fall campaign featuring Neelam Gill showed that the company believed that covered-up people could sell; it wasn't all about sexy ads. Moreover, Gill is notably an anti-bullying activist on social media.

The new campaign, which was styled by Deb Watson and photographed by Matt Jones, seems to say something similar.

You can see the photos here.