The Shocking Transformation: 15 Celebrities Who Modeled For Abercrombie & Fitch And The Brand's Controversial Rebirth

The Abercrombie & Fitch model is an image that has undergone one of the most drastic transformations in modern retail history. As of December 2025, the brand's modeling strategy is a direct rejection of its hyper-sexualized, exclusionary past, a shift made necessary by years of sales decline, cultural backlash, and a series of shocking revelations that continue to make headlines. The story of the A&F model is a compelling narrative of a toxic culture, celebrity launches, and a massive corporate rebirth.

The original A&F model represented a very specific, narrow, and often controversial vision of 'cool' under former CEO Mike Jeffries, a vision that has been completely dismantled in the brand’s successful 2024–2025 turnaround. This deep dive explores the brand’s notorious history, the celebrities who launched their careers in its campaigns, and the current, diverse faces leading its inclusive new era.

The A&F Model Hall of Fame: 15+ Celebrities Who Started Here

Before the controversies and the rebrand, Abercrombie & Fitch campaigns were a major launchpad for aspiring actors and musicians. The brand's campaigns, especially in the late 1990s and 2000s, were shot by world-renowned photographers and featured fresh-faced talent who would later become household names. The high visibility and aspirational aesthetic provided an unmatched stepping stone for many young stars.

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• Taylor Swift: Modeled for the brand in 2003, early in her country music career.
• Jennifer Lawrence: Shot a campaign in 2006, years before her breakout role in The Hunger Games.
• Channing Tatum: One of the most famous male models for A&F, appearing in campaigns before his film career took off.
• Ashton Kutcher: Modeled for the brand in the late 90s.
• Emma Roberts: Featured in a 2005 campaign.
• Olivia Wilde: Modeled for the brand early in her career.
• Penn Badgley: The Gossip Girl and You star was a model for A&F.
• Michelle Trachtenberg: Known for roles in Buffy the Vampire Slayer and Gossip Girl, she also modeled for the company.
• Heidi Montag: The reality star from The Hills was an A&F model.
• Jamie Dornan: The Fifty Shades of Grey actor modeled for the brand.
• Malin Akerman: The Swedish-Canadian actress was featured in campaigns.
• Lana Del Rey: Appeared in a group photo campaign early on.
• Lindsay Lohan: Also appeared in the same group photo as Lana Del Rey.
• Chris Carmack: Known for The O.C. and Nashville.
• Karlie Kloss: The supermodel has also been associated with the brand's campaigns.

The Toxic Legacy: From 'All-American' to Scandal

The original Abercrombie & Fitch model aesthetic, characterized by a hyper-sexualized, often shirtless look, was the cornerstone of the brand's strategy under former CEO Michael "Mike" Jeffries, who led the company from 1992 to 2014. This era cultivated a notoriously exclusionary and toxic culture that prioritized a narrow, specific body type—often referred to as the 'all-American' look—while actively discouraging diversity.

The full extent of this toxic environment was brought to light by the 2022 Netflix documentary, White Hot: The Rise & Fall of Abercrombie & Fitch. The film detailed the brand’s discriminatory hiring practices, which favored employees who fit the 'model' look, and the hyper-sexualized marketing campaigns often shot by controversial photographer Bruce Weber.

The most shocking and current development, however, centers on Jeffries himself. In late 2023, the former CEO and two other men were arrested on federal charges, including sex trafficking and interstate prostitution. A class-action lawsuit filed in New York in 2023 accused Abercrombie of enabling a multi-decade "sex trafficking venture" where aspiring male models were allegedly preyed upon. These explosive accusations, which surfaced long after Jeffries’ departure, underscore the dark side of the brand's early model-centric culture and its collapse.

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The New Face of Abercrombie: Inclusivity and the 2024 Rebirth

Following years of declining sales and a severely damaged reputation, Abercrombie & Fitch embarked on a complete and comprehensive rebrand, which has proven highly successful, with the brand seeing a significant revenue revival in 2024. The core of this transformation was a radical shift in its modeling and marketing strategy, moving from exclusion to genuine inclusivity.

A Focus on Diversity and Real Bodies

The new A&F has moved far beyond the shirtless, dimly lit store aesthetic. The current marketing imagery is toned down, focusing on the clothes themselves and featuring a diverse array of models who reflect the actual consumer base. The brand's focus on Diversity, Equity, and Inclusion (DEI) is now a central pillar of its corporate strategy.

• Inclusive Sizing: A major part of the rebrand involves offering a much wider selection of styles and inclusive sizing, a direct response to the brand's past refusal to offer larger sizes in its stores.
• Diverse Talent: The brand actively seeks out diverse talent for its campaigns, mirroring its current consumer base, which now includes a strong connection with Gen Z.
• Influencer Strategy: Abercrombie has shifted its budget to platforms like TikTok, utilizing a range of influencers and diverse content creators rather than relying solely on traditional, homogenous models.

This strategic pivot has successfully repositioned Abercrombie & Fitch as a modern, accessible, and fashion-forward lifestyle brand. The 'new cool' is no longer about exclusivity; it is about embracing all consumers, regardless of size, race, or background. The models of today's Abercrombie & Fitch represent this complete and necessary evolution, leaving behind the controversial shadows of its past to focus on a more positive and profitable future.

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