"Picture this: You’re strutting through the mall, wearing at least two tank tops (one pulled down to show the layering effect, obviously) and a denim skirt, your mom is reluctantly trailing 10 feet behind you, and you stumble upon a mystifying place: an Abercrombie & Fitch. You venture inside—the early 2000s pop music is blasting, you’re squinting through the darkness, they’re pumping Fierce body spray through the air vents, and everyone around you, from the teenagers in the photos on the walls to the teenage employees, is unrealistically beautiful—and overwhelmingly white.
You pick up a few pairs of denim shorts, a graphic tee, and a mini dress and make your way to the fitting room. You realize that everything runs about two to three sizes too small, and sizes above an 8 are basically nonexistent. You either make it work and grab a few things or leave the store in disappointment.
Well, we’re happy to report that that experience of shopping at an Abercrombie store is no longer. In case you missed it, Abercrombie has had a huge rebrand and resurgence over the last few years—and yes, they have tons of mom-friendly pieces. Our editors here at The Everymom love Abercrombie, and we want to make sure that our readers are clued in to how much it’s changed over the years.
In case you missed it, Abercrombie has had a huge rebrand and resurgence over the last few years—and yes, they have tons of mom-friendly pieces.
They’ve corrected and expanded their size range (everything now runs true to size), added a curve line, and hired a new, female CEO. Their purpose statement on their website from their CEO, Fran Horowitz, now reads, “Abercrombie isn’t a brand where you need to fit in—it’s one where everyone truly belongs. We lead with purpose, and that inclusive and equitable spirit is woven throughout all we do.”
In addition to their values rebrand, they’ve launched the Abercrombie Equity Project, an initiative dedicated to social and racial justice. They also work with charitable initiatives such as The Trevor Project and The Steve Fund and have publicized their sustainability goals. So when you shop at Abercrombie, you can not only find tons of cute stuff at fair prices, but you can also feel good about your purchase.
Our editors are especially obsessed with Abercrombie’s Curve Love line, which has expanded from just jeans into jean shorts, trousers, and even swimwear. I personally was never able to find a pair of jeans that truly fit until I discovered Curve Love, and now I hardly wear anything else. While we understand that Abercrombie still has some improvements to make as far as size range—since not all of their pieces extend into plus sizes—we can definitely appreciate how far they’ve come.