Article Summary: Emily Ratajkowski fronts Abercrombie's new fall denim campaign, shot in New York City alongside Paloma Elsesser and NFL stars Jaxson Dart and Malik Nabers. The 120-style collection launches online and in stores July 30.
Abercrombie & Fitch just went back to where it all began. The company built its name in New York City in 1892. Its new fall denim campaign puts that history front and center. The cast mixes fashion and football star power in equal measure.
Emily Ratajkowski Abercrombie campaign details are already circulating following this week’s fall denim launch. The model and actress stars alongside Paloma Elsesser, New York Giants quarterback Jaxson Dart, and wide receiver Malik Nabers. Shot on the streets of SoHo and inside New York subway cars, the Abercrombie fall denim campaign promotes 120 new styles now available online and in stores.
Is Emily Ratajkowski in the New Abercrombie Campaign?
Yes. Emily Ratajkowski stars as one of the campaign’s principal fashion figures. Notably, photographer Cass Bird shot the entire campaign on location in New York City. That’s where Abercrombie was founded more than 130 years ago. The brand chose the city specifically to reconnect with its origins.
Abercrombie brand president Corey Robinson explained the thinking behind the location. He said New York’s energy and individuality made it the ideal backdrop for a campaign built around self-expression. Consequently, the Emily Ratajkowski Abercrombie campaign reads as a deliberate homecoming rather than a routine celebrity endorsement.
A cast built across two industries
Robinson also addressed the unusual pairing of fashion and football talent. He said Ratajkowski and Elsesser reflect the celebrity style that defines New York City. Dart and Nabers, meanwhile, extend that same energy into professional sports. Together, the four figures were meant to showcase the denim’s versatility across very different audiences, from longtime fashion followers to sports fans encountering the brand’s denim for the first time.
Key Takeaways
- Emily Ratajkowski stars in this new fall denim campaign, shot in New York City by photographer Cass Bird.
- Paloma Elsesser and New York Giants players Jaxson Dart and Malik Nabers also appear in the campaign.
- The fall collection includes 120 styles, launching online July 30 alongside an in-store rollout.
Who Stars in Abercrombie’s Fall Denim Campaign?
Four names anchor Abercrombie’s fall denim campaign this season: Emily Ratajkowski, Paloma Elsesser, Jaxson Dart and Malik Nabers. WWD reported that the pairing was designed to speak to what it means to be iconic. The campaign spans both fashion and sport under one unified concept. This Paloma Elsesser Abercrombie appearance marks another high-profile modeling credit in a year already filled with major campaign bookings for her.
The Jaxson Dart Abercrombie campaign casting connects to a larger partnership. Abercrombie became the NFL’s first-ever official fashion partner. That multi-year deal was announced in late 2025. Business of Fashion reported that the agreement marked a first for any league-level sponsor. Consequently, the Malik Nabers Abercrombie casting fits into a broader strategy rather than a standalone booking, one that increasingly pulls from the same pool of rising fashion talent reshaping campaign casting this year.
The New York identity runs deep.
The Abercrombie New York campaign leaned hard into specific city imagery. Scenes were shot directly in SoHo’s streets and inside subway cars, avoiding a studio backdrop entirely. That choice tied the campaign’s visual identity to the same city where the brand’s founders opened their first store in 1892, reinforcing a sense of continuity between the brand’s origins and its present-day ambitions.
Which Abercrombie Jeans Does Emily Ratajkowski Model?
Emily Ratajkowski models several styles from the women’s fall lineup, part of this 2026 denim rollout. These Emily Ratajkowski Abercrombie jeans include the High Rise Wide Leg Jean, High Rise Barrel Jean, Low Rise Ultra Loose Jean, and High Rise Relaxed. Each style ships in regular, short, and long lengths.
Men’s silhouettes in the same collection include an updated Relaxed Straight fit and a Baggy style. Dart and Nabers wear both throughout the campaign imagery, giving the men’s assortment its own dedicated visual moments rather than treating it as an afterthought. Together, the men’s and women’s assortments make up the full 120-style fall denim collection. This kind of full-range Abercrombie celebrity campaign approach lets the brand market a single concept across both audiences simultaneously.
Available now, in stores and online
The complete collection launched online July 30, with an in-store rollout following at Abercrombie locations nationwide. Consequently, shoppers can access every style featured in the campaign immediately, without waiting for a staggered regional release. That immediate availability strengthens the campaign’s commercial intent well beyond a typical celebrity-fronted lookbook.
What Comes Next for Abercrombie’s Fall Campaign
Abercrombie’s continued NFL partnership suggests more athlete-fashion crossovers are likely as the football season approaches this fall. Watch for additional Emily Ratajkowski Abercrombie campaign imagery and behind-the-scenes content from Ratajkowski, Elsesser, Dart, and Nabers as the fall denim push continues across digital and in-store channels. For the celebrity campaigns and denim trends shaping the season, trust Runway Magazine.
