![]() So who is Weber, and what's in that book, anyway? Here's everything to know about how Bear Pond became the basis for everything Abercrombie & Fitch: Bruce Weber is a famous fashion photographer and filmmaker.Īnd, you're probably already familiar with his work-even if you don't realize it. ![]() And in 2017, models started to come forward with claims of sexual harassment and assault against the photographer. White Hot makes it clear that photographer Bruce Weber (and his book Bear Pond-more on that in a sec) was the brains and inspiration behind the marketing campaign. When the store first took off, shoppers could instantly recognize its storefronts and shopping bags thanks to the brand's massive, black-and-white photographs of young models relaxing on beaches. Netflix's new documentary White Hot: The Rise & Fall of Abercrombie & Fitch uncovers the famous clothing brand's journey from just another label to one of the most popular stores in the U.S., while also diving into the clever marketing tactics that pushed it ahead of its competitors.Īfter a massive tumble in the early 2010s, Abercrombie & Fitch is growing in popularity once again, that's in large part due to a complete rebrand the store initiated after its CEO, Mike Jeffries, stepped down from his role in 2014.
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