Meet The New Face (And Body) Of Abercrombie & Fitch

Alex Libby, 23, represents a new direction for the iconic brand.

For gay men of a certain age, the Abercrombie & Fitch catalog our answer to Sports Illustrated’s swimsuit issue, with impossibly chiseled models in ridiculously homoerotic poses. (What exactly is being advertised by two naked men in a shower?)

abercrombie and fitch bruce-weber-2
abercrombie and fitch

A&F’s homo-bro aesthetic was cultivated by former CEO Mike Jeffries, who had a hand in everything from the risque advertising to the shirtless greeters standing outside stores.

Abercrombie & Fitch Male Models Hong Kong W Hotel Gay Hot Men 1
Abercrombie & Fitch

“I think that what we represent sexually is healthy. It’s playful. It’s not dark. It’s not degrading,” Jeffries once claimed.

“And it’s not gay, and it’s not straight… It’s not about any labels. It’s all depicting this wonderful camaraderie, friendship, and playfulness that exist in this generation.”

abercrombie and fitch
Abercrombie and Fitch

But Jeffries stepped down in late 2014, as A&F faced major losses and a brand that had become too oversaturated.

Now, W magazine touts, “Abercrombie & Fitch is back, and with a fresh new face.”

Aaron Levine, formerly of Club Monaco, was hired to elevate the brand—moving away from oversized logos and muscle tees. “For me, it’s all about the product; the fabric, fit, finish and attention to detail in everything we work on,” says Levine.

alex libby abercrombie and fitch

That doesn’t mean an end to hunky models—though they’re less exposed than in years past: Alex Libby, the 23-year-old new face of Abercrombie & Fitch, wears baggy cargo shorts, henleys and windbreakers in the company’s new campaign.

He sports a fuzzy beard and a tangled mass of hair he puts up in a slap-dash bun.

And he keeps his shirt on the whole time.

alex libby abercrombie and fitch

Perhaps most surprising for a brand that’s banked on the “all-American boy” for years, Libby is British.

He had little modeling experience prior to being tapped by Levine, but has a robust social media following thanks to ample shirtless selfies and skydiving videos.

Are we ready for an Abercrombie model who drinks Guinness and claims board shorts as his favorite fashion? Let’s examine the evidence.


A post shared by Alex Ziggy Mahon Libby (@alexlibby123) on

The only Costa Rican conundrum You'll ever have, is leaving Costa Rica.

A post shared by Alex Ziggy Mahon Libby (@alexlibby123) on

Yep super smooth when it comes to the ladies ay…

A post shared by Alex Ziggy Mahon Libby (@alexlibby123) on

Bali belly working a treat #skinnybonesjones

A post shared by Alex Ziggy Mahon Libby (@alexlibby123) on

of shit

A post shared by Alex Ziggy Mahon Libby (@alexlibby123) on

Happy Australia Day! Miss you all massive amounts Yeww! X

A post shared by Alex Ziggy Mahon Libby (@alexlibby123) on

Suit you sir…

A post shared by Alex Ziggy Mahon Libby (@alexlibby123) on

We think we can work with this. Welcome aboard, Alex.

Dan Avery is a writer-editor who focuses on culture, breaking news and LGBT rights. His work has appeared in Newsweek, The New York Times, Time Out New York, The Advocate and elsewhere.