Abercrombie & Fitch announced Li Xian as the brand ambassador

On September 12th, DoNews reported that the globally renowned fashion brand Abercrombie & Fitch (A&F) officially announced actor Li Xian as its brand ambassador, and released a new autumn and winter image campaign titled "Be Yourself, Be Now." Li Xian is dressed in the 2024 autumn and winter menswear collection, interpreting the urban casual charm with a unique allure, embodying the urban fashion of "Be Yourself, Be Now," and conveying to consumers the modern style of A&F, enjoying a carefree life.

In recent years, A&F has undergone a comprehensive brand image upgrade, with "Getaway" as its core concept, aiming to advocate a lifestyle of detachment from busy city life and the pursuit of a carefree and leisurely attitude. A&F cleverly combines American style with modern urban fashion, creating a fashionable yet comfortable clothing collection with a more relaxed style.

This upgrade is not only reflected in every detail of the products but also runs through the brand's marketing strategy, conveying brand values through a series of "Getaway" activities, creating a relaxed and carefree fashion lifestyle experience for Chinese consumers.

This autumn and winter, A&F, together with its new brand ambassador Li Xian, has opened a new chapter of "Getaway," interpreting a brand new concept. Li Xian, a post-90s actor, has gained wide recognition through multiple hit dramas. His sunny, confident, unconventional personal charm, as well as his attitude of pursuing authenticity and enjoying every moment of life, align perfectly with the concept advocated by A&F.

This collaboration is a tacit collision and integration between the brand and Li Xian, presenting consumers with a life aesthetic of "Be Yourself, Be Now."