📌 In This Deep Dive
The song featured in the 2026 Abercrombie & Fitch commercial is “12 to 12” by indie-pop breakout sombr, driving the brand’s campaign as an official NFL Fashion Partner. Starring supermodels Emily Ratajkowski and Paloma Elsesser alongside NFL stars Malik Nabers and Jaxson Dart, the ad represents a unique blend of street fashion with athletic culture. We break down the song’s Hollywood music video starring Addison Rae, its bittersweet heartbreak lyrics, and how this star-studded campaign created a major pop-culture moment.
Abercrombie & Fitch is making a massive statement with its latest campaign. To celebrate their new role as official NFL Fashion Partner, the 2026 commercial features four recognizable stars from the world of fashion and football, with a cherry on top: a song that instantly lifts the mood, coming off a viral wave born last year.
That cool, hypnotic groove actually went viral last year. Millions of people have likely bumped into this track on social media feeds or streaming playlists, instantly won over by its style: a fancy vibe that you immediately associate with hot energy and elegant nightlife. It’s the kind of track that stands out for how perfectly it fits its context, so it’s no wonder a fashion brand picked it for a campaign built to renew its historical image for a younger audience.
In other words, getting to know the stars of the new Abercrombie & Fitch commercial is practically mandatory: we need to know all the faces and the featured song before it becomes the main topic of conversation on our next night out.
12 to 12: the song in the 2026 Abercrombie & Fitch commercial
The track driving this commercial is “12 to 12” by sombr, the moniker of rising indie-pop artist Shane Boose. Ever since its release, the song stood out for its late-night groove, which feels tailor-made for an urban night out or a high-fashion runway.
When the official music video dropped last year, it immediately felt like a stylish short film in its own right.
The musician is right in the middle of the Hollywood lifestyle, carrying himself like a seasoned VIP before his career even officially took off, surrounded by retro studio sets and vintage talk-show aesthetics. But the real spark that caught everyone’s attention from the start was the presence of Addison Rae as the video’s undeniable diva. Her appearance brought instant star power, turning the release into a genuine internet event.
From that moment on, the song turned into a viral trend across social networks. The hypnotic rhythm became the background audio for countless fashion edits and lifestyle clips, giving sombr the exact spotlight he predicted in his video. And now, in 2026, the track is experiencing a brand-new wave of popularity thanks to the Abercrombie & Fitch commercial, bringing it to broadcast TV.
In a room full of people, I look for you
Would you avoid me or would you look for me too?
Tell me, is our story through? (Through)
Or do our hearts still beat in tune?
Despite the upbeat mood the sound shares, the lyrics are about a love story that ended suddenly, leaving the protagonist to wonder if she intended to leave from the start, and whether getting close to her was a mistake in the first place. But that’s the beauty of summer music: even when it originates from heartbreak, we’re left with that unique feeling that things can start fresh with the excitement of new experiences ahead.
Any way you look at it, “12 to 12” was a song simply born to be the center of attention. Like a self-fulfilling prophecy.
Who Are the Stars in the Commercial?
Leading the fashion front in the Abercrombie & Fitch commercial are Emily Ratajkowski and Paloma Elsesser, two supermodels who embody the effortless, urban pulse of New York City. Ratajkowski brings her signature street-style authority, anchoring the campaign’s sleek aesthetic with the kind of high-fashion cool that turns everyday denim into a runway statement. And beside her, Paloma Elsesser adds a modern, authentic energy as an award-winning model known for championing body diversity, highlighting the brand’s shift toward inclusive, real-world fits.
Connecting the fashion world directly to the gridiron are New York Giants stars Malik Nabers and Jaxson Dart. Nabers, an explosive wide receiver, represents a generation of athletes who treat stadium tunnel walks like personal fashion runways, bridging competitive sports with streetwear culture. Meanwhile, Jaxson Dart brings an undeniable youthful charisma, proving how naturally a modern football player can step into a fashion ad like this.
It’s basically a celebration of modern sport and urban culture. By bringing together fashion icons and NFL stars under the lights of New York City, Abercrombie & Fitch captured a rhythm that feels completely natural to a younger audience.
The stars bring the visual attitude, and the song provides an irresistible, magnetic energy. Both were born to become a hit, and that’s why the commercial triggered people’s curiosity from day one: Abercrombie & Fitch has created a stylish portrait of what casual urban style looks like today.
