Culture & Lifestyle / Abercrombie & Fitch Reinvents Itself With Their First South Asian Face

Abercrombie & Fitch Reinvents Itself With Their First South Asian Face

Culture & Lifestyle Nov 06, 2015

by Nicole Singh

No stranger to being the first South Asian face for design houses, this Kanye West-endorsed model who made a name for herself with her "rumoured" relationship to Zayn Malik of One Direction, will be the new face of Abercrombie & Fitch.

It's no surprise the brand plans to reinvent itself with the British-Indian model Neelam Gill; she is absolutely stunning! The 20-year-old began as the first ever Indian model for Burberry, appearing in their history-making ad campaign and is about to become the household name for Abercrombie.

On her Instagram, Gill talked about how huge of an accomplishment it is to work for Abercrombie. "SO proud to announce I am the new face of @abercrombie!!! This is a huge achievement for me, not only because I'm the first Indian to model for the brand, but also because I worked on the shop floor in Hollister for 2 YEARS whilst I was studying. I'd go into work and I never imagined the models displayed on the wall could be me one day. Dreams do come true."

The ad campaign is Abercrombie's approach to become "tamer and more appealing" to its target demographic. The brand has recently been on a comeback tour, reinventing itself with new clothing designs consisting of fewer logos for its fall collection.

^{Neelam Gill in the latest Abercrombie & Fitch campaign.

Photo Credit: www.telegraph.co.uk}

Notorious for being preppy, the brand has ditched the loud logos and hypersexuality and has gone for a minimal, toned-down look, with Neelam being the contemporary face behind the fashion line.

In an interview with Woman's Wear Daily, Craig Brommers, senior vice president of marketing at Abercrombie spoke about the evolution of the brand, "As we evolve the brand in terms of product and marketing, making the consumer aware of these changes is important. Although we are still on a journey of change, we feel that we have made developments in our brand creative, and this shoot starring Neelam Gill has been a step forward for us."

^{Neelam Gill in the latest Abercrombie & Fitch campaign.}

^{Photo Credits: www.fashiongonerogue.com}

Let's get to know Abercrombie's new model. Here's everything you need to know about Neelam Gill:

She hails from England and is of Sikh-Indian descent.

^{Photo Credit: www.telegraph.co.uk}

She was scouted at the age of 14 but waited until after she finished high school to start modeling.

^{Photo Credit: www.pinterest.com}

She was made fun of in high school for having braces and glasses.

^{Photo Credit: www.5mag.co}

She made history as the first ever Indian model to star in a Burberry campaign.

^{Photo Credit: Mirror}

Burberry was her first modeling gig and Neelam has walked the runway for its fashion shows.

^{Photo Credit: www.kollytalk.com}

Her university plans changed after her modeling career took over and she became successful by the age of 19.

^{Photo Credit: www.india.com}

After being turned down from a retail position at Topshop, Neelam ironically modeled for one of their ad campaigns.

^{Photo Credit: Twitter}

Neelam had the honour of modeling for Kanye West's Yeezy Season 1 Show, being handpicked by the rapper himself.

^{Photo Credit: Twitter}

Neelam is a South Asian activist that is known for using her social media to promote awareness on social issues.

^{Photo Credit: www.mirror.co.uk}

With such a promising career ahead, the young model has a lot to look forward to, keeping fans around the world wondering how this Desi girl will dominate the fashion world next. Watch out for her upcoming campaign project with Suki Waterhouse for British Airways.

^{Photo Credit: www.press.grayling.be}

^{Main Image Photo Credit: www.india.com}

Nicole Singh

Author

Nicole is a bilingual professional with a journalism background who adores everything to do with fashion, culture, and Bollywood. She always had a passion for writing since a young age and decided to follow that dream. She has a sense of working in the field through news publications writt...

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Abercrombie & Fitch Reinvents Itself With Their First South Asian Face

by Nicole Singh

No stranger to being the first South Asian face for design houses, this Kanye West-endorsed model who made a name for herself with her "rumoured" relationship to Zayn Malik of One Direction, will be the new face of Abercrombie & Fitch.

Nicole Singh

COMMENTS

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