Award-winning consultancy Brazen MENA to drive regional PR for Abercrombie &  Fitch Co.’s iconic fashion brands 

Press release – Dubai, UAE – [29th September 2025] – Brazen MENA has been appointed  as the official PR agency for iconic Global fashion brands Abercrombie & Fitch and Hollister  in the Middle East region. The appointment signals the start of a long-term partnership, with  Brazen already having delivered the first major activation for Hollister in the market, a high energy ‘Back to Campus’ event at the brand’s flagship Dubai Mall store. The ‘Back to Campus’ campaign connected the brand with young, style-conscious audiences across the region,  where the activation surpassed all targets, including store sales and footfall up +60%. Denim  sales rose an unprecedented +1,240% and the store welcomed +1000 customers. 

Founded in 1892, Abercrombie & Fitch has grown into one of the world’s most recognisable  fashion retailers, renowned for timeless casualwear that blends heritage with contemporary  design. Hollister, launched in 2000, is celebrated globally as the go-to style destination for  teens and young adults, offering effortless, affordable style that resonates strongly with Gen  Z audiences worldwide.

Looking ahead, Brazen MENA will be amplifying key upcoming moments for the brands in the  region, including the McLaren partnership with Abercrombie & Fitch, alongside ongoing PR,  activations, media engagement and influencer collaborations. 

Abercrombie & Fitch’s Vice President of Marketing EMEA, Katie Adams, added “We’re  excited to work with the Brazen team to help us tell our brand stories in the Middle East. Their  cultural understanding, creativity and proven track record in lifestyle PR made them the perfect  fit to help us grow our presence and engage meaningfully with our customers in this important  market.” 

Brazen MENA is a multi-award-winning lifestyle communications agency headquartered in  Dubai, led by an all-female leadership team. With a reputation for bold creativity, strong media  relations and results-driven storytelling, Brazen has become the agency of choice for some of  the world’s most recognisable consumer brands. 

Louise Jacobson, Managing Partner at Brazen MENA, added: “Iconic fashion deserves  iconic storytelling and that’s exactly what we’re delivering for Abercrombie & Fitch and  Hollister in the MENA region. By aligning their global influence with our regional insight and  lifestyle expertise, we’re creating culturally resonant campaigns that have already made an  impact with audiences, and we’re only just getting started.” 

The partnership cements Brazen MENA’s standing as a go-to agency for global fashion and  lifestyle brands looking to make an impact in the region. 

With offices in Dubai and Riyadh, Brazen MENA continues to build on its bold new brand  platform – B Ahead, B Brazen, driving greater Visibility, Reputation and Impact across the  region.