Their clothing image is upscale casual luxury. They have fine cashmere, pima cotton, high quality leather, and exclusive denim.
They actually use store employee's as models for their advertisements, they hold casting calls. They wouldn't call them employee's, they called all store employees 'models' because they were meant to model (look good) wearing A&F clothing rather than act like an employee and help customers.
As of May 2015, these shirtless models have been taken off the shopping bags and stores. They are aiming to reduce their sexualized advertising and improve their customer service in hopes that it will improve sales.