White Hot: The Rise & Fall of Abercrombie & Fitch

Year: 2022

Runtime: 88 min

Language: English

Director: Alison Klayman

Documentary

During the late 1990s and early 2000s, Abercrombie & Fitch became a cultural phenomenon, drawing young shoppers with its carefully crafted image of "all-American" cool. The brand’s strategy included shirtless models, a signature fragrance, and a carefully curated atmosphere designed to convey exclusivity. Under CEO Mike Jeffries’ leadership, the company experienced rapid growth, but its success was built on controversial marketing tactics and exclusionary practices. As allegations of discriminatory behavior surfaced, the brand's carefully cultivated image began to crumble, revealing a darker side to the company that defined a generation's aspirations.

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