Abercrombie & Fitch taps two Texas-based influencers for summer collection collaboration

Abercrombie & Fitch taps two Texas-based influencers for summer collection collaboration

The retailer with a controversial past is pairing up with one million-plus influencers on a new collection.

Emily Travis of Champagne and Chanel – Photo: Courtesy of Abercrombie & Fitch

With Memorial Day weekend 2022 having come and gone, this year’s official summer season has kicked off. Abercrombie & FitchChanel
The offering focuses on warm-weather travel essentials: flowy dresses, shorts, denim, and matching sets. The collection retails for $40-$120 and will be available to purchase online and at Abercrombie stores in the US starting June 2. Sizing ranges from XXS to XXXL to serve a wider audience than Abercrombie has previously catered to.

The vacation-ready collection is unique for the retailer. In this case, tapping Raad, who was recently named on Fortune’s Top 25 creators, and Travis, whose nuptials set a new bar for her followers, was a first for a collection from two influencers working together.
Another factor that makes collaborations such as these is community participation. According to Carey Collins Krug, SVP & Head of Marketing, Abercrombie Brands, it was by design. “Dede and Emily have created communities on social media that look to them for trusted style advice and inspiration. Their followers know how genuine their friendship is, so when our customers told us they were excited to vacation with their own best friends this summer, we knew that Dede and Emily would be the perfect choice to co-design our getaway-inspired collection,” she said, noting customers indicated looking forward to taking vacations with friends this summer.
 “The team at Abercrombie’s headquarters listened to us in terms of design and fit and what our community wants to wear,” said Emily Travis. Raad concurred. “When designing this collection with Abercrombie and Emily, we kept our community in mind, which truly means so much to me. Taking feedback from the ladies we hear from daily and using it to curate something special together was the ultimate experience for us,” she said.

Dede Raad of Dress Up Buttercup- Photo: Courtesy of Abercrombie & Fitch

Raad and Travis are among the string of influencers that the retailer has partnered with recently. Other collections and partnerships have been made with creators such as Jen ReedBoth
Recently the Ohio-based company, which also operates Abercrombie Kids, HollisterGilly Hicks

Currently, Abercrombie’s stock ANF is trading on the NYSE at $20.25 per share.


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