Abercrombie & Fitch has become unrecognizable

For years, Abercrombie & Fitch was synonymous with preppy polo shirts, sexy ads, and loud logos. 

But as sales decline and teens move away from the brand names that once ruled the mall, the retailer is trying a different approach. 

Recent ads posted by Abercrombie look more like something from Gap. 

Models sport chic, classic designs devoid of logos. 

Rather than relying on trends, the brand says it is now offering "timeless" styles.

Also absent are the sexy ads that defined Abercrombie for decades. 

Instead, the brand is putting off more sophisticated vibes. 

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