Andrea Roedig is wondering in TAZ how the ‘almost offensively” simple equation of “Shopping equals party” of American chav fashion brand ABERCROMBIE & FITCH can work so well.
Moreover, she notices that ‘the show of lick spit model clones, advertising aesthetics and marketing strategy are a complete gay fest. A&F is virtually obsessed by the naked male chest. Shopping is set up like a dark techno party.’
“I have been wondering for a long time why it’s the wannabe tough guys and machos that usually consider ‘gay’ an insult on the school yard that are going crazy over these over-the-top homo aesthetics and gay shop openings, having taken it in to their macho lives.