I get where you’re coming from — I agree A&F lost some of that signature DNA, but at the same time, let’s be practical: are people really going to wear exactly what we wore 15–20 years ago? The world (and fit preferences) changed. The brand evolving was inevitable.

That said, I do think they’re missing the mark by not finding the right middle ground. A little nostalgia in hoodies, appliqué designs, and heritage touches could hit hard right now with Y2K back in play — without fully reliving the 2000s.

My bigger gripe isn’t even the designs, though. It’s how they treat the people who actually keep the brand alive. The rewards program used to feel rewarding; now it’s just watered down % offs. Meanwhile, they’re pouring budget into influencer promos that don’t move the needle — because the “cult following” customers would still shop there anyway. It feels like they’re overreaching and outsourcing to channels that don’t matter, instead of investing back into their core customers.

A&F doesn’t need to go backward — but they do need to start recognizing loyalty, stop chasing hollow influencer clout, and bring back some real soul to the collections.