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Merry Christmas (April Fool's)
Issue 23.2: Halloween 2007
Posted: October 31, 2007

Abercrombie: apparel of the young and elite

Words and Art: Michael Bredin


Abercrombie & Fitch debut their newest line of advertisements for Fall ’07, with a slight twist – no models. Instead, the next generation of television advertisements and posters feature several abstract works of art, illustrating the complex thoughts and deeper meaning involved in the clothes purchasing process. “We’ve already proved that we don’t need to clothe our models in order to move product,” says marketing director Aloe Veras, “but this progression takes us to levels we’ve never explored.”

One such TV advertisement consists of a faucet dripping in a public restroom. On every seventh drip, an austere face appears out from the ether and whispers the word “Alice.” In another commercial, the camera slowly zooms in on a toaster, as several clocks fly in and out of the screen, their hands rotating furiously. Without warning the toaster pops, the clocks stop dead, and the word “Abercrombie” slowly fades onto the screen.

The advertisements aren’t just restricted to the television - another work takes the form of an installation within the Fifth Avenue store. A woman, masked and in white, beats herself against the floor, wailing and periodically moaning a letter of the alphabet. Meanwhile, as shoppers continue browsing, a figure in a bunny costume stands on an overturned barrel, reciting the complete works of the brothers Grimm. “That one was designed to sell our line of cargo pants,” explains Veras, “but that was obvious, of course.”