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Good Read: profitable misunderstanding – Gay aesthetics at Abercrombie & Fitch (TAZ)

 

 

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.’

You can find the entire article, including the great comment by TAZ reader Jan Claus, here:

“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.

Von: Jakob

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