It's official: Abercrombie & Fitch is cool again

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Abercrombie & Fitch has apparently executed a turnaround.

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The new selection of women's clothes on the website marks a departure from the preppy clothing that had given the brand a bad reputation and led to sales plummeting.

The brand is now completely reinventing itself by offering trendy, minimalist designs.

Abercrombie & Fitch new line

Abercrombie & Fitch

Abercrombie & Fitch is now going for a classic, comfortable look.

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Abercrombie & Fitch new women's line

Abercrombie & Fitch

The brand is embracing contemporary trends, like chambray shirt dresses.

Abercrombie women's

Abercrombie & Fitch

Some women are already responding. They actually want to shop there again.

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 Even the respected and very popular fashion blog Man Repeller has confirmed that "Abercrombie & Fitch may be the comeback kid of 2015."

"What "the new Abercrombie" no longer has is that recognizable-from-anywhere A&F look; no iconic silhouette for similar high street brands to emulate. That day is gone," wrote Amelia Diamond for Man Repeller. "But for a brand that once pushed away its customers by strategically making others feel excluded, this new open-arms style similar to Zara or H&M - Come in on a whim and possibly leave with an outfit for tonight! - is a smart move. It will cause nostalgic shoppers and potential new buyers to pause by that intoxicating blend of too much cologne and too much music and think, 'Why not? Let's go in.'"

 

Abercrombie & Fitch women's line

Abercrombie & Fitch

Last year, the retailer claimed it was done with logos. While the signature logo is not as ubiquitous, the store still sells a selection of its namesake logo shirts with the brand emblazoned across the chest.

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The new selection proves that Abercrombie is beginning to truly turn the brand's reputation around.

But the stock price isn't following the bright patch for Abercrombie. Shares are down 50% in the past year.

Last year, notorious CEO Mike Jeffries departed the brand. New creative director Katia Kuethe joined the company from Lucky Magazine earlier this summer.

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