Sep 24

Abercrombie & Fitch Covers ‘What Does the Fox Say?’ in Mind-Blowing Parody

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Dog goes woof. Cat goes meow. But what do the shirtless Abercrombie & Fitch models say? They're so good looking, who cares?!

Behold A&F's hunks, stripped to the waist and pleasingly pumped, preening in the woods for a parody of "The Fox," the viral novelty track by Ylvis, which, without any hyperbole, has amassed 900 mega-billion views since its early-September debut. Actually, the count is about 52 million, and the A&F parody is approaching 600,000 after just five days. The spoof is even more Fellini-esque than the absurdist original, owing to the black-and-white photography and denim-clad, half-nude studs high-steppin' with gorgeous gals clad in furry animal costumes.

I guess only two things are left to say. First, A&F's elitist brand attitude still sucks. And second, Wa-pa-pa-pa-pa-pa-pow! Wa-pa-pa-pa-pa-pa-pow! Wa-pa-pa-pa-pa-pa-pow!


    

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Jul 23

Abercrombie & Fitch Recycles Decade-Old Campaign Idea, Figuring You Won’t Remember Anyway

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Apparently unable to think up a new idea vapid enough for its liking, Abercrombie & Fitch—the self-proclaimed brand for the cool kids!—revisits its "Stars on the Rise" campaign from the early 2000s, now with new faces. Jacob Artist of Glee, Alexander Ludwig of The Hunger Games and Lily Rabe of American Horror Story are among those featured. Ludwig is shirtless. It looks like he works out. "For many of our consumers today, they might not know what we did in 2005, so it seemed relevant to discuss this concept we've done in the past," Abercrombie director of marketing Michael Scheiner tells BuzzFeed. Strange, he used the word "relevant." Without irony. I think. The monochrome print campaign, shot by Bruce Weber, also features famous dogs, like the Jack Russell terrier from The Artist, for no particular reason. Now, you might say it's just too easy to criticize soulless fashion and fragrance advertising, that there's no sport to it, and that doing so shows a certain intellectual laziness on my part. Well d'uh! The original version of the campaign thrust Taylor Swift and Ashton Kutcher into the limelight. Haven't we suffered enough already?

    

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May 15

Man Strikes Back at Abercrombie & Fitch by Giving Its Clothes to the Homeless

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It's fairly well established that Abercrombie & Fitch doesn't want the wrong sort of people wearing its clothes. A couple of years back, it even offered (as part of a goofy PR stunt) to pay Jersey Shore star Mike "The Situation" Sorrentino to stop buying its apparel, saying his implicit endorsement "could cause significant damage to our image." Now, the clothier is getting heat for its supposedly exclusionary marketing policies once again—this time based on a 7-year-old quote from CEO Mike Jeffries. In the quote—dredged up in the wake of similar criticisms levied at A&F in a new book—Jeffries says, "In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids." That incensed a guy named Greg Karber, who decided to try to piss Jeffries off by giving A&F clothes to the most uncool kids he could find—homeless people. Despite Karber's best intentions, his video of the stunt comes off as forced and, in a way, exploitative itself, as he's simply using the homeless as a tool to trash the brand. (The charity aspect is clearly incidental.) But the video, posted Monday, is quickly closing in on a million views, proving yet again that hating on Abercrombie is a pastime most people can get behind.

    

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