ABERCROMBIE + FITCH
*new campaign redefines iconic fierce


february 019

The new global campaign showcases the stories of a group of millennial men and women, and how they ‘face their fierce’, and find their strength in the face of adversity. The new‘Faces of Fierce’ include athletes, LGBTQ+ activists, mental health advocates, and a group of Malibu surfers who, as volunteer firefighters, bravely fought the recent fires.

Romelu Lukaku and Keiynan Lonsdale for Abercrombie&Fitch Fierce

Romelu Lukaku and Keiynan Lonsdale for Abercrombie&Fitch Fierce

The fragrance, which is unchanged, with its notes of marine breeze, sandalwood, sensual musk and sage, has a newly imagined bottle, in stores this weekend, featuring the un- retouched torso of Judo fighter Julian Schneider.

Fierce has ranked in the top four highest selling men’s fragrances in the United States for the past seven years, and remains a top performing item for the brand. Now redefined, a new generation of individuals bring to life the essence of the Fierce evolved positioning; an exploration of the unexpected and emotional aspects of inner strength. The heart being the strongest muscle in the body, the campaign and stories are grounded in the idea of strength as compassion, vulnerability and humility.

The campaign is featured across the brand’s platforms, with in-store experiences and asocial call to action for customers to share how they ‘Face Their Fierce’. The brand will also have a round-up campaign in stores to raise funds for the families affected by the California wildfires.

Napoleon Jinnies for Abercrombie & Fitch Fierce

Napoleon Jinnies for Abercrombie & Fitch Fierce

Napoleon Jinnies made history this weekend when he and team-mate Quinton Perron, were the first male cheerleaders to perform at the Superbowl. They are also the first male cheerleaders in the NFL. Abercrombie & Fitch is proud to announce Napoleon as one of the new Faces of Fierce. The campaign, which explores the modern notion of what it means to be fierce through a sensitive, diverse and inclusive lens, considers aspects of inner and epic strength, through the stories of 20 men and women. 

credits_
campaign was shot in LA by photographers Jack Pierson, Sean Thomas and Devyn Galindo

https://www.abercrombie.com/