# Chiseled Clothing Campaigns The Abercrombie & Fitch SS11 Ads Star James Preston By Meghan Young | Published 2011-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/abercrombie-fitch-ss11 References: [justjared.buzznet](http://justjared.buzznet.com/2011/02/03/james-preston-abercrombies-new-face/) & [abercrombie](http://www.abercrombie.com) The Abercrombie & Fitch SS11 ad campaign features a very chiseled James Preston, an actor who recently starred on [ABC's](https://www.trendhunter.com/trends/live-television-streaming) 'The Gate.' Although there seems to be a suspicious lack of clothing considering that these photos are supposed to be marketing a clothing line, but I'm not complaining. Instead, let's all revel in the [shirtless wonder](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) that is James Preston in the Abercrombie & Fitch SS11 campaign. Once you've done that, you can then appreciate the [black and white finish](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam), the romantic story and overall ease of the photo shoot. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 72% | Activity: 48% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Body-positive Clothing Campaigns:** Clothing companies are shifting towards more inclusive campaigns that celebrate all body types, offering opportunities for disruptive innovation in marketing and design strategies - **Sustainable Fabric Technology:** Clothing companies are exploring eco-friendly and sustainable fabric options, creating innovative business opportunities in the fashion industry - **Virtual Photoshoots and Influencer Marketing:** The pandemic has led to an increase in virtual photoshoots and influencer marketing, creating new opportunities for clothing companies to promote their products in a safe and creative way ### Sectors Adopting This - **Fashion Retail:** Clothing companies are shifting towards more inclusive and sustainable practices, offering disruptive innovation opportunities in marketing, design, and production processes - **Digital Marketing:** The rise in virtual photoshoots and influencer marketing provides an opportunity for digital marketing companies to innovate and develop new strategies for clothing companies - **Sustainable Materials:** Growing demand for eco-friendly fabric options presents an opportunity for sustainable material companies to innovate and develop new products for the fashion industry ## Related on Trend Hunter - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Modern Wedding-Inspired Campaigns](https://www.trendhunter.com/trends/wedding-shop-campaign.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Elevated Basics Collections](https://www.trendhunter.com/trends/aaron-levine.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Employee Fragrance Campaigns](https://www.trendhunter.com/trends/lidl-fragrance-campaign.md) - [Luxe Formal Menswear Campaign](https://www.trendhunter.com/trends/louis-vuitton-ss26.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md)