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New Netflix documentary charts rise and fall of Abercrombie & Fitch

A new Netflix documentary explores Abercrombie & Fitch's pop culture reign in the late ’90s and early 2000s and how it thrived on exclusion. Titled 'White Hot: The Rise and Fall of Abercrombie & Fitch', it debuts on Netflix on April 19th.


Back in the 90s A&F was best known for its sexualised advertising, photographed catalogs and topless in-store male models. It thrived on exclusion, hiring staff for their appearance, most of whom had model looks and muscular body types. The documentary could provide a interesting case study in a dated marketing strategy in the fashion industry.


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