The Abercrombie Social Rebrand
Instagram / TikTok
We had a reputation to shake.
OBJECTIVE:
Realign Abercrombie with a growing customer base by evolving alongside them, revitalizing the brand for a new generation, and building relevance across emerging social platforms.
CREATIVE STRATEGY AND EXECUTION:
As Abercrombie entered a new era, social became a key space to redefine how the brand showed up, spoke, and connected with its audience. I helped shape that evolution across Instagram and TikTok, developing a more distinct social voice, building new content formats and communities, and bringing the brand’s editorial campaigns to life beyond the original shoot.
01 / Instagram
When I joined the team in 2021, Instagram had around 3.5 million followers. My focus was shaping a new social voice that better reflected the brand’s direction.
Think of your effortlessly stylish friend who balances classic pieces with boundary-pushing style. Relaxed, confident, and just a little blasé, they’re the one you turn to for styling inspiration.
02 / TikTok
When I joined the social team, TikTok was a new, up-and-coming playground for ideas we hadn’t explored yet.
So we made an account and started playing.
TikTok thrives on community, so we built our own through #AbercrombieHaul and #AbercrombiePartner—two spaces for creators, styling inspiration, and content that brought the Abercrombie lifestyle to life alongside our audience.
#AbercrombieHaul - 35.9K Posts
#AbercrombiePartner - 18.2K Posts
We also used TikTok Lives to promote offers, drive shopping, and educate our audience on product.
These 1–2-hour sessions had me behind the camera, producing the livestream and directing on-camera associates to keep the content engaging and on track.
Instagram Growth (2021 - 2026)
3.5 M → 5 M Followers
Each Live featured an exclusive, hour-long promo code to drive urgency and shopping, occasionally generating up to $1.5M in sales across site and app.
Our goal was to make Instagram a go-to moodboard our audience could learn from and make their own…
without losing the bite that made Abercrombie feel like Abercrombie.
TikTok Growth (2021 - 2026)
0 → 341k Followers
Consider this just the highlight reel. The full story lives on Abercrombie’s social channels.