Abercrombie & Fitch

Oct 2024

Abercrombie & Fitch presents the Fall 2024 YPB campaign, a sportswear editorial series focusing on functional movement and studio-based athletic wear. The imagery features model Sofia Lozano in a series of clean, minimalist compositions that emphasize the technical textures of activewear through a focus on form and poise. The campaign was captured by photographer Alexandra Nataf, who utilizes a bright, natural light aesthetic throughout the series. Set against an urban backdrop, the execution leans into a commercial editorial style, utilizing clean lines and consistent natural light to maintain a focused, high-end sportswear look. Hair styling was provided by Jenny Kim and makeup by Maud Laceppe.

Vertical, Clean

Natural light

Sportswear

Office

Advertising Campaign