What used to be the hottest item on the market is now the least desirable.
Abercrombie & Fitch is doing away with plastering logos all over their clothing and toning down their overall look.
Since the retail chain has been on a downward spiral as of late, they're hoping this will help draw in customers who are interested in a more fashion-forward statement.
A&F is kicking off the new wave this Fall, showcasing floral dresses and printed T-shirts with no logo.
Not only are they getting rid of the logo, but they are also toning down their sexy advertisements and the "nightclub vibe" in stores.