Abercrombie & Fitch Launches Body Inclusive Campaign for Its Fierce Fragrance

Abercrombie & Fitch the clothing retailer who made waves in the 1990s with its sexy campaign ads shot by Bruce Weber is making headlines again with a decidedly different approach to selling its clothes.

According to the New York Post, “Anchored on a range of ideas including the increasingly trendy ‘body positivity’ movement, as well as ‘self-empowerment,’ ‘gender equality’ and ‘LGBTQ+ equality,’ the new campaign has ditched the days of rock hard abs and glowing tans for more realistic body types.”

The “Face Your Fierce” ads — a play on their Fierce fragrance — center on the brand’s perfumes and colognes for now, not clothing, though all the models pictured will be wearing Abercrombie & Fitch outfits. “We’re moving towards a world of belonging, rather than fitting in,” says Joanna Ewing, Abercrombie & Fitch’s head of creative.

The campaign features American soccer player and two-time World Cup champion Megan Rapinoe, who rose to prominence for her public critiques of President Trump and LGBTQ+ activism; Los Angeles Lakers basketball player Kyle Kuzma; and Paralympic athlete Scout Bassett. Others include plus-size model Michael Robert McCauley, Olympic skier Gus Kenworthy and the Compton Cowboys.

Kenworthy posted on Instagram, “Very honored to partner with @abercrombie for the launch of their new Fierce Family of fragrances!”

https://www.instagram.com/p/B8PbFb3A-Dy/?utm_source=ig_embed

While Michale Robert McCauley wrote, “I’m Fierce AF! I’m so excited to partner with @abercrombie for the launch of their Fierce Family of fragrances! When I started modeling a little over a year ago I never would have believed you if you’d said I’d become an Abercrombie and Fitch model! Ok, secretly I would have because i dream big! ????This partnership represents why I do what I do. Brands are finally waking up to what their customers ACTUALLY want and I’m honored to be at the front of this movement working with Abercrombie as we lead the industry for change. People want to see REAL people in the clothes they’re buying and I think most people can relate to guys like me. This isn’t a fashion statement. Beefy dudes are here to stay! I’m so proud to be a part of this amazing Fierce family and the new ANF. Together we form a special kind of family. So much more to come!”

https://www.instagram.com/p/B8OqsIjJyeT/