Abercrombie & Fitch
Logo / Identity / Advertising & Collateral
Shahid / Kraus & Company was hired by Abercrombie & Fitch in 1993 to reimagine the brand. We created one of the most iconic brands in history. Abercrombie & Fitch captivating the market with eye-catching visuals that not only defined a retail category but defined a generation.
MAKING A BRAND
The A&F Quarterly
Shahid / Kraus & Company introduced the A&F Quarterly in 1997. It reshaped how retail brands reached customers. It was part magazine, part look book, and part catalog.
MAKING A BRAND
A&F Kids /
Hollister /
Gilly Hicks
& Ruehl
Abercrombie & Fitch was such a success they quickly began to expand their presence in the marketplace, creating spinoff brands. For each new label, Shahid / Kraus & Company developed imagery that was both unique in story and visuals but harmonious in identity.