Selling exclusivity comes at a price.|Apr. 19, 2022|United States|88 Min.|n/A
Genre: Documentary
Description: “White Hot: The Rise & Fall of Abercrombie & Fitch,” a 2022 full documentary available in Hindi and English in 720p and 1080p, explores the fashion brand’s journey. Fashion often conveys a story, and Abercrombie & Fitch’s narrative during the ’90s and 2000s reflected a significant cultural moment in America, particularly for millennials. The documentary, released on Netflix on April 19, reveals a less glamorous story upon closer inspection, despite the brand’s use of attractive marketing models.
Founded in 1892, Abercrombie & Fitch initially served elite sports enthusiasts, including figures like Teddy Roosevelt and Ernest Hemingway. After struggling for years, the brand underwent a dramatic transformation in the early ’90s under CEO Mike Jeffries. He blended the upscale style of designers like Ralph Lauren and Tommy Hilfiger with the bold, minimalist appeal of Calvin Klein, creating a vision of exclusivity and attractiveness.
The brand’s marketing heavily featured mostly male, muscular, and often shirtless models, bridging the gap between classical art and modern pop culture. While the clothing designs were relatively ordinary, their high prices emphasized the brand’s logo, which symbolized membership in an elite, youth-driven social hierarchy.
However, Abercrombie & Fitch faced significant criticism. Beyond its advertising, the company’s hiring practices were openly discriminatory, promoting an “all-American” ideal that excluded many. The brand’s aesthetic and policies reflected a troubling undercurrent of exclusivity and white supremacy, sparking widespread backlash.
The documentary vividly captures the brand’s rise and fall, highlighting its cultural impact and the controversies that ultimately defined its decline.
Cast director: Alison Klayman
Cast actor: Benjamin O’Keefe
Original name: White Hot: The Rise & Fall of Abercrombie & Fitch