Abercrombie & Fitch/Matt JonesAbercrombie & Fitch has been working hard to turn itself around. The company has an embedded reputation for its steamy, blatantly sexual ad campaigns coupled with the notion that it's a bully, but that has been changing steadily over the recent years, particularly as American consumers crave a less overt version of sexiness. A fall campaign featuring Neelam Gill showed that the company believed that covered-up people could sell; it wasn't all about sexy ads.