Abercrombie & Fitch has assembled a cross-field cast for its fall denim campaign: actress Emily Ratajkowski, model Paloma Elsesser, and New York Giants players Jaxson Dart and Malik Nabers. The campaign was photographed in New York City — on the streets of SoHo and inside subway cars — by New York-based photographer Cass Bird, according to WWD.

The choice of a Giants quarterback and wide receiver alongside two of fashion's most visible women points to a brand leaning into sport and celebrity in equal measure. Abercrombie & Fitch announced an official fashion partnership with the NFL in August 2025, making the Dart and Nabers appearances an extension of that licensing tie-up rather than a one-off booking (Abercrombie & Fitch corporate blog).

The fall denim collection launches online on 30 July and will also be available in Abercrombie & Fitch stores. It spans 120 styles, offered in regular, short and long lengths, with waist sizes running from 23 to 39 — a notably wide range for a single denim drop.

Women's silhouettes featured in the campaign include the High Rise Wide Leg Jean, High Rise Barrel Jean, Low Rise Ultra Loose Jean and High Rise Relaxed. On the men's side, the brand has updated its Relaxed Straight fit and Baggy silhouette. Both men's and women's ranges introduce new garment-dyed fabrications — a dyeing technique that colours finished garments rather than raw fabric, producing a softer, worn-in finish.

Corey Robinson, brand president of Abercrombie & Fitch, oversees a label founded in New York City in 1892. The company now operates from corporate headquarters in New Albany, Ohio. The fall denim push is the latest in a series of marketing efforts that have repositioned the once mall-centric retailer toward a broader, denim-led identity.

What makes the campaign catch the eye is the mix itself. Ratajkowski and Elsesser bring high-fashion credibility and large social followings; Dart and Nabers bring the NFL's weekly audience. Photographing them in New York's subway rather than a studio ties the product to a city the brand can credibly call its birthplace — and gives the denim a street-level backdrop that reads as lifestyle rather than catalogue.