Documentary
United States of America
White Hot: The Rise & Fall of Abercrombie & Fitch is a documentary film directed by Brent Hodge and produced by Andrew T. Barnsley. The film explores the rise of Abercrombie & Fitch (A&F) in the late '90s and early 2000s, its cultural dominance, and how it thrived on exclusion.
The documentary features interviews with former A&F executives, employees, and models, as well as fashion experts and cultural critics. It delves into the controversial marketing strategies employed by A&F, including its use of sexualized imagery and exclusionary policies that targeted a specific demographic of young, white, and conventionally attractive consumers.
The film also highlights the impact of A&F's rise on music, fashion, and popular culture. It examines the brand's influence on the rise and fall of celebrity endorsers, like Taylor Swift and The Situation, and the creation of the "Abercrombie look" that defined a generation of young people.
However, the documentary also unveils A&F's decline and eventual fall from pop culture prominence. Hodge and Barnsley explore the reasons behind the brand's fall from grace, including changing consumer tastes, the company's inability to adapt to new market trends, and controversies surrounding CEO Mike Jeffries.
Overall, White Hot: The Rise & Fall of Abercrombie & Fitch provides a comprehensive and insightful look at one of the most iconic brands of the late '90s and early 2000s and its impact on popular culture.
