Alexander Ludwing - Abercrombie & Fitch - 2013

 The original marketing campaign from the early 2000s featured then-rising stars Taylor Swift, Ashton Kutcher, and others.This one has actors from Glee, The Hunger Games, and dogs!

In an attempt to attract a new generation of teenage shoppers, Abercrombie & Fitch is reaching back to its recent past. The retailer is updating its wildly successful “Stars on the Rise” marketing campaign from the early 2000s that featured stars such as Taylor Swift and Ashton Kutcher who were at the time on the cusp of celebrity.

For the reincarnated campaign, Abercrombie chose 11 “up-and-coming” actors including Glee star Jacob Artist, Alexander Ludwig from The Hunger Games and American Horror Story’s Lily Rabe. Showing a whimsical side, the 2013 campaign also features famous dogs such as Uggie, the Jack Russell terrier from The Artist, and Julio, the famed skateboarding English Bulldog. Bruce Weber, Abercrombie’s photographer for years, shot the campaign in the brand’s typical black-and-white style.

“For many of our consumers today, they might not know what we did in 2005, so it seemed relevant to discuss this concept we’ve done in the past,” Michael Scheiner, Abercrombie’s director of marketing and public relations, said in a telephone interview with BuzzFeed. “We did it often in the early 2000s in our quarterly magazines and it was always a successful and exciting campaign.”