The Dark Side of the American Dream by Abercrombie & Fitch

No one is more responsible for Abercrombie’s rotten core than its CEO Jeffries. Former employees interviewed in the video credit Jeffries with every decision made in A&F stores, from how to wear a pair of trousers over a mannequin to the type of chain that store employees are allowed to wear. wear. (The gold chain was revealed, for example.) But Jeffries’ control also extended in darker directions. The former CEO seems obsessed with keeping the store’s image exclusive and almost entirely white. Not surprisingly, this policy has brought Abercrombie to court several times. The most famous case was moved to the Supreme Court after A&F refused to hire a woman to wear a headscarf because it violated the brand’s “appearance policy”. (Abercrombie has passed away). accused of sexual harassment by male models he has worked with.

What’s surprising is that it’s surprising how long Abercrombie has held up. The opportunities to “cancel” Abercrombie in its heyday were endless, but consumers couldn’t afford it. One Salon thing caused an uproar in 2013 — seven years after the original publication date. The climate is simply different. One former employee said in the documentary: “There are probably also many people who hate what we are doing, who are completely offended, who do not feel included, who do not feel represented. . there was no background to be able to speak for it, and now they do, so maybe it doesn’t sound like this new perception of society at large. It’s just that now we’re listening to everyone and we have to pay attention. ”

What? Bright hot Really make it clear that, company culture aside, what Abercrombie achieved in the 90s and 2000s cannot happen today. Personal style doesn’t work that way anymore, with a brand or style able to take such a dominant position. Today, well-known retailers like Zara, H&M and Shein dominate by showcasing every possible trend, rather than trying to define a single way of dressing. Apart from the controversy, this is the most annoying thing Bright hot: see how much electricity has been withdrawn from the mall. Retailers like J.Crew or Abercrombie remake no longer have prescription rights — they’re just trying to fit in. If Abercrombie used to throw the worst and most exclusive parties, now they are simply trying to be good friends in hopes of scoring an invite. Abercrombie’s current iteration is contrition. But it still caters to a different genre of American fantasy — one that focuses on diversity, inclusion, and the acceptance of all body types.

It’s not entirely clear who Bright hot is for. The documentary plays out like a TikTok explainer, going beat-by-beat through Abercrombie’s endless scandals while pausing to add context around them. However, a few of these incidents, if any, will surprise anyone who’s been to a shopping mall in the 2000s. Ultimately, the documentary is most successful in the portrait it portrays. paints a brief moment when something like Abercrombie could flourish. Fortunately, we no longer live in that world.

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