The year is 2006. I'm at the mall with my mom and I smell Abercrombie & Fitch before I see it. She rolls her eyes as I walk in and stare at a rack of over-priced polos, denim mini skirts, and bedazzled tank tops. The size options are scarce, the male employees are shirtless, the dressing rooms are dark, and the music is entirely too loud. I rarely bought anything — it was expensive, poorly made, and I could barely squeeze into a single item — but the hold that moose logo had on the millennial generation is undeniable. 

Fourteen-year-old me wouldn't recognize the Abercrombie & Fitch of today. Thanks to a major and much-needed rebranding, the mall brand has started to feel fresh and cool again. As someone who could barely fit into its jeans when I was a teen, I never thought I'd be wearing them as an almost 30-year-old, but here we are. I recommend the Curve Love collection to anyone who listens. 

The Curve Love collection is part of Abercrombie & Fitch's "Denim Your Way" rebranding campaign — an effort to be more diverse and inclusive. Featuring denim for sizes 23 to 37 in extra-short to long lengths, it isn't a plus-size collection per se — the jeans are meant to fit "curves," meaning anyone whose waist may be a bit smaller than their hips and butt. Instead of pulling on jeans that feel tight around your thighs and leave a gaping hole around your waist, the Curve Love jeans offer a high-rise fit and subtle stretch where you need it. 

Shop now: $89, abercrombie.com

"Curvy" denim isn't a new concept, but what really sold me on this collection was its quality. I always hated that I couldn't find "rigid" vintage-inspired denim that felt good and looked good on my body. I was constantly reaching for the same stretchy jeans that were basically glorified tights. Abercrombie & Fitch's Curve Love jeans look like the cool '90s jeans I always wanted to wear, but couldn't find. Also, for a brand that previously plastered its logo on everything, the denim is logo-free, which I love. 

Shop now: $89, abercrombie.com

I'm not the only fan. The hashtag "#abercrombiejeans" has over 17 million views on TikTok and over 13 thousand posts on Instagram. 

"BUY THESE JEANS. THEY ARE INCREDIBLE," says one reviewer.  "They're rigid but with enough give to be comfy and not have a muffin top situation when sitting. The quality is phenomenal… They fit perfectly, slightly loose but that's the style. I was so nervous to buy these because back in the day A&F was not size-inclusive whatsoever, but man oh man have things changed for the better!"

"The fit is incredible," writes another. "Being curvy made it tough to find a pair that fits my waist nicely and still is baggy through the leg, but these do exactly that. There's a little stretch to them so no need to size up. Literally cannot express how much I love these."

The Curve Collection isn't just for jeans, either. It also includes vegan leather pants, (I've been patiently waiting for this dark brown color to come back in stock in my size), bralettes, and skirts. 

Own the most flattering jeans of your life (in my humble opinion) and shop Abercrombie & Fitch's Curve Love collection, now.

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