«IT'S CALLED GOSSIP AND OF COURSE IT'S AN OBSESSION OF MINE»

"The Abercrombie and Fitch look? A porno version of Brokeback Mountain," says the Guardian's fashion writer Hadley Freeman. "And judging by their ads, the look is no clothes at all - brave, for a fashion label."Formerly known as a purveyor of pricey, preppy gear, Abercrombie and Fitch - along with fellow US import American Apparel - is not shy of deploying sex to help shift its clothes. Both retailers run ad campaigns peopled by nearly naked young things in provocative poses.
But while American Apparel's acid bright and tight leggings, playsuits and hoodies are modelled by rangy, gawky teens, Abercrombie and Fitch's models are, by contrast, in rude health and seemingly on the verge of al fresco rumpy-pumpy.
"It's the cowpoke look, and macho in a way that's very pretty. So macho that it crosses over into camp," says Freeman. "The American Apparel look is more gawky and unconventional, and Gap's is much more wholesome."

BBC News
June 26 2009