Abercrombie & Fitch

- The concept and image that Abercrombie tries to embody is a classy, but rugged look.  The company intentionally fades, tears and wrinkles their clothing to add a look of the outdoors with the sophistication of a classy clothing line.

A.    The picture is of an attractive young man wearing a roughed up cotton shirt which is tucked into his flannel boxers.  Covering his head is a worn, grey hooded sweatshirt.  Obviously the advertisers intentionally chose a young, handsome young man to wear these clothes because Abercrombie is trying to target with teenagers into buying their clothing.  The manner in which is closed are displayed shows a rebellious and touch attitude, which may be very appealing for young teenagers.

B.  The picture is of a rugged looking field jacket with fur on the top of the jacket.  Underneath the picture the words “Mountain rescue field jacket” appear.  The jacket in itself is a classic example of fashionable irony.  The jacket is rugged and tattered looking, but at the top there is a layer of fur, which is the antithesis of the rest of the jacket.  Fur is supposed to symbolize wealth and class, but this jacket seems to clash with that idea.

 Brian Bass

Essay Writing

Ceci Cravens

2.3.04.

“[Bricolage] refers to the means by which the non-literate, non-technical mind of so-called ‘primitive’ man responds to the world around him….In this way the teddy boy’s theft and transformation of the Edwardian style revived in the early 1950’s by Savile Row for wealthy young men about town can be construed as an act of bricolage” (Hebdige 104).

A.    Bricolage is essentially taking an old style or meaning and re-interpreting it into a new style, idea or meaning.  The new fashion image that Abercrombie has created can be viewed as an act of bricolage.  Originally, tattered garments meant a sign of poverty or lack of style, but today tattered jeans, shirts; hats etc seem to be the stylish and common look.

“Thus pills medically prescribed for the treatment of neuroses were use as ends-in-themselves, and the motor scooter, originally, an ultra-respectable means of transport, was turned into a menacing

symbol of group solidarity” (Hebdig 104).

B.  Although this quote is not directly discussing Abercrombie’s odd use of bricolage; it indirectly connects to it.  Just how the scooter was considered respectable, and then became used differently, the same thing is happening with the fur in the Abercrombie add.  Originally fur was a symbol of high class status, but in this Abercrombie add the fur seems to add to the rough, edgy look Abercrombie seems to exploit.