The New Purity

The changes were brought on by Christos Angelides, president of A&F, and Fran Horowitz, president of A&F's Hollister brand, both of whom joined the company last year.

Another teen brand, American Apparel, is also pulling back the sexy envelope.

While American Apparel's ad campaigns are famous for pushing the envelope — in terms of both political activism and scantily clad models — the brand's new CEO Paula Schneider and new Chairwoman Colleen Brown are saying they want to take a different strategy towards activism, in stark contrast to ousted founder Dov Charney.