“George Street is a long-standing go-to address for aspirational retailers and we are very pleased to welcome Abercrombie & Fitch which will fit in seamlessly with other nearby brands including Sweaty BettyAllSaints

It will be interesting to see the store taking shape and whether its design will feature the brand’s new “getaway-themed aesthetic” that it announced earlier this year.

That design is a “refreshing new store experience inspired by the brand’s intention of making every day feel as exceptional as the start of a long weekend”. 

The look is meant to be “a stylish nod to a chic hotel lobby, designed to prioritise omnichannel shopping and provide customers with an immersive interpretation of the Abercrombie experience of today”.