LAUNCHED IN 2010, THE SITCH ON FITCH BECAME THE INSPIRED, RESPECTED BRAND OF PASSION OVER THE ACHIEVEMENTS AND PRESTIGE OF ABERCROMBIE & FITCH CO. (ADMIRATION FOR ITS PAST GOING BACK TO 1892 AND FOR THE MODERN-TIME HEIGHTS OF THE MIKE JEFFRIES ERA); IT WAS OFFICIALLY, POSITIVELY RECOGNIZED BY A&F HOME OFFICE BY APRIL 2012, WITH A DIRECT EMAIL TO THE EDITOR-IN-CHIEF, DURING ITS GROWTH AS THE ONE-OF-A-KIND, MULTINATIONAL ONLINE PUBLICATION, WITH HIGH-GRADE PRESENTATION WHICH EVOLVED OVER ITS RUN, FOR RELEVANT, UNIQUE, IN-DEPTH BUSINESS, CULTURE, AND STYLE CONTENT FOR THE COMMUNITY OF CUSTOMERS AND ASSOCIATES WORLDWIDE (MONTHLY PAGEVIEWS SURPASSED 110K BY AUGUST 2012); AND IT WAS FOLDED BY SEPTEMBER 2015 AFTER THE DECEMBER 2014 RETIREMENT OF MIKE JEFFRIES AND THE EDITOR-IN-CHIEF'S DISTASTE WITH THE FURTHER DEGRADATION OF THE COMPANY BY ITS NEW MANAGEMENT. WITH CONTENT BY THE PERSPECTIVE OF DEVOTED CUSTOMERS AND ASSOCIATES FROM AMERICA, EUROPE AND FAR EAST ASIA, THE SITCH ON FITCH (2010-2015) REMAINS AS A HISTORICAL, ZEITGEIST ONLINE PUBLICATION OVER THE FINAL YEARS OF THE MIKE JEFFRIES ERA. THIS SITE WILL BE REVAMPED SOON TO OFFICIATE AN INTELLIGENT ARCHIVE FOR THE USE OF ALL PARTIES INTERESTED IN THE CONTENT PUBLISHED DURING THE PUBLICATION'S ORIGINAL RUN.

Thursday, July 19, 2012

Hollister's Back-to-School 2012 Photoshop Oops!

On 19 July, at 1:35 PM EST, the official photos for the HCo Back-to-School 2012 campaign were published on the official Hollister Co Facebook page. Nice shots. However, an overwhelming majority of the comments from fans criticized the heavy photoshopping of this season's collections of shots. (Really, such photoshopping has been going on for quite sometime in past campaigns). But one photo, in particular, became the subject of much more criticism.

Apart from the strong photoshop effects, comments were made on the position of the girl's arm on the left in relation to her head...on her long torso...the guy's quite flexible pose...the fact that his leg on the right was cropped off. Well, see for yourself...






The image was soon removed and a new, updated version of the photo was uploaded by 3:57PM EST...






Can you spot all the differences between the first photo and the revised version?

Photoshopping provides the opportunity to perfect images in flawless light. To near perfection, you could say. And when done in an intensified manner tends to make a subject – and when it comes to human semi-nude models in this case – near fake, or computer-generated, "animated," or plastic. And then there is what is called the "uncanny" effect (a concept introduced by the renowned Austrian neurologist Sigmund Freud) where something can be familiar, yet foreign at the same time – familiar, yet strange – and that creates discomfort within the mind for being attracted to, yet repulsed by an object at the same time. And because you'd typically rather reject than rationalize, there is outright rejection of the object. Hence, the disapproval, the calling the photoshop results "creepy" or "off", and such negative comments.

Plus, what we can discern from all this that we all as fans prefer natural physical perfection in the photography. Just like in the classic marketing campaigns of years past. After all, did we all not come to know A&F Co for its affinity to natural physical beauty captured by the lens of photographer Bruce Weber? Yes. Yes we did.

Thought of the day: maybe photoshop no more?

Oh, and not to add insult to injury, but the photo is a total reuse from Summer 2009.

Stay FIERCE!

P.S. Share below in a comment on what you think over the matter. :)
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