Abercrombie and Fitch launches controversial campaign - Fox29 WFLX TV, West Palm Beach, FL-news & weather

Abercrombie and Fitch launches controversial campaign

Posted by Elizabeth Stewart - email

(WFLX) - Abercrombie and Fitch is breaking the mold by having their models take it off. All of it.

They're smiling, they're shirtless and they're naked. It's what Abercrombie and Fitch models aren't covering this time that has people talking.

Bare bottoms bare backsides. We're told that brand new pictures went up in local stores overnight, here to greet shoppers first thing Wednesday morning in area malls. We wanted to know what you think.

"Oh wow, yeah! I think it's very tasteful."

"I definitely think that it'd be inappropriate for my kids."

"It's just fun."

"I think it's sexy, I think it's OK."

Industry insiders like Shamin Abas says that the popular retailer is going for one thing with all of these racy pictures-- shock value. A move to generate buzz before they re launch their controversial quarterly magazine.

This move in terms of PR and marketing is a clever approach to drive massive amounts of chatter and conversation and excitement over this catalog that hasn't been seen since 2003.

"I'm from France so I'm biased. Nudity doesn't bother me, I think it's nice. It's artsy."

The brand is also popular with younger kids like 10-year-old Noah. "I wear it and my friends do too."

Abas says that whether you hate it or love it, the bottom line is you're talking about it and that's exactly what the retailer wants.

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