THE HOTTEST GUYS from Around the World are Getting Ready for Abercrombie & Fitch in Hong Kong!

Abercrombie's hottest guys from its iconic flagships around the world – New York, London, Milan, Ginza (Tokyo), Paris, Madrid, Düsseldorf, Singapore, and Hamburg – are now in Hong Kong and getting ready to hit the streets this August 2! Check out this awesome new video announcing the upcoming unleashing of THE HOTTEST GUYS upon Hong Kong!



Hot right?! The song is Moonlight Party, by Fonzerelli feat. Ellenyi, currently playing on the A&F Back-to-School 2012 playlist!

Stay FIERCE!

UPDATE (11 AUGUST 2012): A&F HONG KONG NOW OPEN!!! READ: FIERCE EUPHORIA! ABERCROMBIE & FITCH HONG KONG FLAGSHIP HAS OPENED ITS HISTORIC DOORS...

PHOTO EXCLUSIVE! Abercrombie & Fitch Hong Kong Models/Promo Boys Chilling Sky-High before they hit the Streets this Weekend!

Ah, the life of an Abercrombie promo boy!

Ever wondered how A&F treats its special guys who come out and heat things up for the hottest store openings? They are flown in to the coolest global cities to energize the atmosphere and get everyone’s attention with a whole lot of cheer, flashing smiles, and killer good physiques! But we’ve never really gotten to know much about the guys’ time in the cities before they make their sweltering appearances to the crowds...

This time around, the guys find themselves in Hong Kong! They are scheduled to stroll on out this weekend to promote the upcoming A&F Hong Kong flagship opening August 11. But in the meantime, the boys are enjoying their free time in a city revered for its offerings of, and equal cravings for, the crème de la crème of style and living. Bustling, dense, and dynamic, Hong Kong is playground for the privileged...and we’ve got a preview look at how privileged these A&F boys are, indeed!

After you finish staring at the guys in the Jacuzzi, take a look at that amazing view they’ve got of Victoria Harbour and Hong Kong Island in the background of this photo! The photo was taken by one of the models on July 30 and leaked to us. The source also informs that the guys are staying at the W Hong Kong five-star hotel located at 1 Austin Road West, Kowloon Station in the West Kowloon area facing Hong Kong Island from across Victoria Harbour. Quite a nice set-up they’ve got!

Yeah, A&F pampers its models. :D

ALL of the guys will be at the Pedder Building – 12 Pedder Street (Central, Hong Kong Island) – and out and about starting this August 2, throughout all this weekend, and the subsequent days leading up to the opening of China’s first Abercrombie & Fitch!

Stay FIERCE!

UPDATE (11 AUGUST 2012): A&F HONG KONG NOW OPEN!!! READ: FIERCE EUPHORIA! ABERCROMBIE & FITCH HONG KONG FLAGSHIP HAS OPENED ITS HISTORIC DOORS...

Marketing Review! | Your Back-to-School 2012 Guide to the Hot Models of Seasons Past...

Bringing back photos from previous seasons, and using them in current marketing campaigns, has been a consistently reoccurring theme. Considering that marketing campaigns used to consist of all-new photography season after season, some fans now find the lack of originality in recent seasons quite annoying. However, there are other fans do not mind seeing some great photos return to the spotlight with a new look. Whatever your opinion – whether you love the return of old photos, or hate the unoriginality of including them again – you’ve got to admit that they are some really nice shots! This Back-to-School 2012 season takes the winning trophy for the MOST reused photos in a recent marketing campaign! Only Abercrombie & Fitch and Hollister share the trophy. Good ole abercrombie kids actually beats its other siblings in having the best original shots! (So a&f kids is not featured here). Out of the A&F and HCo Back-to-School 2012 repeats, there are shots from 2007 to 2009 and everything in between... So go ahead and get schooled in this seasons model/photo returns!
BACK-TO-SCHOOL 2012	ORIGINAL PHOTO
	Abercrombie & Fitch Summer 2008 Model Sergey Demekhine
	A&F Summer 2008
	A&F Spring 2008, 'Return to Paradise' Model Anna Osceola
	A&F Back-to-School / Fall 2007 Model Andre Douglas
	Hollister Summer 2009
	Hollister Co Back-to-School 2011 Models Morgan Dixon & Chad Buchanan
Do you like the re-interpreted return of previous photos? Or does the constant usage of photos from seasons past – and total lack of authentic originality – annoy you? Stay FIERCE!

A Gilly Hicks Girl in Germany | It's all about names...

Hello everyone ! ♥

Maybe you've noticed that I just posted 2 times in one week? Yes, because this post is kind of special for all the girls that have to pack their suitcases for summer vacation! I think it's usual that every girl [... and boy?] has to go the mall to buy her [...or his] favourite shampoo in a drugstore for the perfect hair or - *drum roll* - to buy some new clothes! I think it's the best preparation for the vacation and it also makes ya happy and you've got even more anticipation! 

While you're reading this, I'll be on my flight to London, UK. I'm going to spend 3 weeks there. I have realized that every GH, A&F or HCo dress,shirt (etc.) has its own name. It's kind of interesting but I actually don't think that every model at the store could help you out when asking for a 'Elsie Cami'.

And also I mean... no one would say to her/his shirt :  ''Hey Megan. No - I'm sorry sweetheart. Today I'm going to wear Lara. She looks better than you today.'' - would be kinda creepy, huh, weird ?

So anyway.. I decided to go first to the mall and THEN to look up what's the name of my dress I got! I thought, Wouldn't it be funny to be wearing something that was coincidentally relevant, to the location of your vacation, in some crazy way? To be honest I was a bit shocked when I found it - the name of this fabulous dress:

Kings Cross Dress

 [- every Harry Potter fan will remember "Kings Cross" in London ♥]

I mean, I totally fall in love with this dress [ you can order it HERE if you want to ] . Now I've one more reason to adore it! The name! LOL So today I've got one question for you: out of curiosity, have you ever looked up what's the name of your favourite A&F Family dress, shirt (..) that you happened to buy at the mall?

STAY FIERCE!
xo from London, Jess ♥

Featured Goods of the Week! | July 24 – July 30...

	SCORE A TOUCHDOWN FOR A CASUAL COOL AFFAIR... ABERCROMBIE & FITCH – MENS Mount Covin Tee – online only Shown in navy US$34 Check it out (here)!
	SEXY & COMFY FOR A LONG NIGHT AT THE LIBRARY OR AT THE PARTY... ABERCROMBIE & FITCH – WOMENS Blythe Sweater Shown in red stripe US$58 Check it out (here)!
	preppy classic outerwear for whatever the day brings... abercrombie bluff mountain jacket shown in blue US$100 Check it out (here)!
	the classic color combination for the cutest look... abercrombie caroline dress shown in pink US$49.50 Check it out (here)!
	PERFECT FOR THE SoCAL DUDE, IT’S ENERGIZED & COOL... HOLLISITER Co. – DUDES Big Dume Shirt Shown in navy and green plaid US$39.50 Check it out (here)!
	BEACH READY DENIM SHORTS WITH THE SEXIEST CUT AND ACCENTUATED WAIST... HOLLISTER Co. – BETTYS Avalon Shorts Shown in dark wash US$44.50 Check it out (here)!
	HAVE SWEET DREAMS OF HOTTIE AUSSIE BLOKES... GILLY HICKS Summer Hill Sleep Shorts Shown in white US$29.50 Check it out (here)!

A Gilly Hicks Girl in Germany! | Exploring Summer Sales!

Hey everyone ♥


What's up ? Have you already seen the latest summer sales in your  stores ?

I'm not sure if I told you that I've got 2 Hollister,1 Abercrombie and 1 Gilly Hicks next to my town - so last week was full of going shopping with friends and well .. guess what - I've investigated [yes - I'd call it an 'investigation' ♥ ] a lot  and I mean sometimes it was over 50 % off - so why not,right ? :-)

I've read that in the United States are sometimes huge outlet stores of Hollister or whatever - I'm afraid that we haven't got anything like that in Germany - but our sale areas are also full of surprises and nice skirts, cute pants ... take a look!

Sooo I've found a lot of new stuff for my summer holidays! After I've visited Lisbon, Portugal for a week [check out my latest post !] I'll spend some time in England - so you'll see a lot of new hot Abercrombie photos on this site!

STAY FIERCE!
...and thank you for your lovely comments under my latest post !

xo from Germany, Jess

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. :)

Fake Hollister Store in Ireland Shut Down...

Looking cool for the opening of Ireland's first, and currently only, Hollister.
Dundrum Town Centre, July 2011 | (image source)

The presence of the Abercrombie & Fitch company in Ireland has been a major topic this year. Principally, this is do to the hype surrounding the much anticipated opening of the first A&F Flagship in Ireland, come Christmas 2012, in the Dublin capital. But many also wonder whether the Company will introduce another Hollister store in the foreseeable future. After all, there is only one Hollister in Ireland – that highly successful shop at the Dundrum Town Centre shopping center – and it is the only shop serving the mass of Irish fans of authentic SoCal cool...

Well, that was until one man decided to capitalize on the situation and open a shop of his own.

Out on the other side of Ireland, on the west of the Irish island, operated a small little "Hollister" shop which purveyed a limited collection of HCo merchandise. The owner of the place? Not Abercrombie & Fitch for sure. It was Max Kulczynski (picture), age 27, a fisherman by profession, and originally from England, who opened the fake store in the back of his home in early-April 2012 in Kilkee, County Clare – a small coastal town mostly known as a seaside resort. Unfortunately for Kulczynski, he was uncovered and the fake retail fantasy ended soon enough.

The Irish police force – the Garda Síochána na hÉireann, more commonly referred to as the "Gardai" (guardians) – entered the two-roomed place, with a search warrant, on May 18, and raided the false shop. At the time, 14 people were found shopping inside when the police also found 596 items of merchandise valued at EU€30,000.00 (US$36,818.00 / GB£23,423.00). While the store was a fake, the merchandise was not. Kulczynski had purchased them all from the Hollister store in the Indian River shopping center of Vero Beach, Florida, during his previous three month stay in the US state: "he had obtained the goods [...] through another person employed in the retail clothing business, and employed a separate company to ship the clothes to Ireland."^{[source 1]} Kulczynski had one room for men and for women individually in the HCo mock-store which police also discovered stocked other clothing brand names. It has not been shared what exactly the man was charging people for the goods, and neither is it known as to how much he had actually managed to sell before the raid.

The offense is clearly the operation of an unlicensed, counterfeit retail store reselling merchandise; it is in violation of the 1996 Trademarks Act which states that "it is illegal to sell trademarked goods from the US in Ireland unless they are licensed to be sold here and the manufacturer has given consent."^{[source 2]} Kulczynski was taken to court and he made his appearance – "[remaining] silent throughout the brief hearing" – at the Ennis District Court on July 13. However, Abercrombie & Fitch did not seek costs and merely ordered the return of all merchandise to the Company.

Take note that Abercrombie & Fitch Co does not franchise any of its retail locations. All A&F Family stores are directly owned and managed by Abercrombie & Fitch Co ensuring authenticity and quality....

Stay FIERCE!

Featured Goods of the Week! | July 17 – July 23...

	IRONICALLY, UNDIES SO HOT THEY’LL WANT TO PULL ‘EM OFF... ABERCROMBIE & FITCH – MENS Fish Hawk Cliff Boxer Brief Shown in red and navy US$18 Check it out (here)!
	PERFECT FOR SCHOOL HALLS, OR STROLLING CITY STREETS... ABERCROMBIE & FITCH – WOMENS Iconic Logo Tote Shown in navy icon US$68 Check it out (here)!
	BECAUSE EVERY HOT LIFEGUARD NEEDS ONE... HOLLISITER Co. – DUDES SoCal Whistle Necklace Shown in navy US$14.50 Check it out (here)!
	FOR THE SO CAL, SO PREP GIRL... HOLLISTER Co. – BETTYS La Jolla Cove Blazer Shown in navy US$89.50 Check it out (here)!
	THE CUTEST GH TANK FOR SAILING & MUCH MORE... GILLY HICKS Lansdowne Tank – easy fit Shown in navy US$17.50 Check it out (here)!

This Back-to-School 2012, Abercrombie and Hollister Prepare to Launch the Coolest Clubs!

An incredible flow of cool...  |  (image source)
Photo by Bruce Weber for A&F Back-to-School 2012

Rejoice and experience... Back-to-School 2012 has arrived with all the latest styles, music and contests to make thousands of fans very happy winners! Incredible vacations to Paris, London, Bondi Beach...Apple iPads...the hottest premium denim jeans...It's the ultimate season of play, prep, and privilege! But that's not all...

Within a few weeks, we will witness the launch of the A&F Privileged and Club Cali clubs! Abercrombie & Fitch and Hollister will email thousands upon thousands an invitation to join and be the first to experience the exclusive content! What exactly will such content be? It'll be more than just email...just imagine...but what's a surprise if it is spoiled. We're not telling. You'll have to wait and see!

Wanna be among the first to get invited? Submit your first name and email to A&F Privileged (here) and Club Cali (here). You will when receive an email confirming you are on the list for an invitation... Oh, and have patience, fellow guys and girls, as you will definitely not regret it!

Stay FIERCE!

The Ultimate Back-to-School 2012 Contests with Abercrombie, Hollister, and Gilly Hicks!

The hottest Back-to-School season...

It's no understatement...Back-to-School 2012 has arrived in-stores with the ultimtate contests in the history of Abercrombie & Fitch! Thousands of winners will score one of the plethora of prizes ranging from an eventful Parisian vacation and to a prize of a bottle of the globally iconic FIERCE cologne.

Every weekend, from July 14 to September 3, shopping at the coolest shops will comprise of more than just an exploration of the latests styles....It will be a chance to win an amazing prize! And there is no purchase neccessary. Just walk in and receive a unique code from one of the store models – a code you text to enter the game! So are the rules for Abercrombie & Fitch and Hollister.

Our girl Gilly Hicks, meanwhile, plans on giving away a fantastic trip to one girl, and her four closest friends, to Bondi Beach in Sydney, Australia! Yes! It's true! Seven wonderful nights...all paid travel and hotel expenses...US$10, 000 in speding money...Sydney Harbor Champagne Sunset Sailing...and so much more!

Check out the dates of entry below, as well as more info! Whose in?! :D

A&F	July 14 – July 15 July 20 – July 22 July 27 – July 29 August 3 – August 5 August 10 – August 12 August 17 – August 19 August 24 – August 26 August 31 – September 3	Prizes: One grand prize for two to Paris; one first prize for two to London; one second prize for two to New York City; one third prize for two to Milan / 1,000 fourth prizes of an Apple iPad (16GB) tablet / 100 fifth prizes of a pair of A&F Jeans / 50 sixth prizes of a 1fl oz FIERCE cologne / 5,000 seventh prizes of a US$20 digital gift card. No purchase necessary. Open to US residents, 14 years of age or older, of the 50 United States. Stop by an A&F store for an entry card and, with a two-way text-messaging capable device, text the unique code to 231892. See full official rules and a detailed description of the prizes (here) before participating.
HCo	July 14 – July 15 July 20 – July 22 July 27 – July 29 August 3 – August 5 August 10 – August 12 August 17 – August 19 August 24 – August 26 August 31 – September 3	Prizes: Four grand prizes of a trip for two to Huntington Beach, California. / 500 first prizes of an Apple iPad (16GB) / 100 second prizes of an Apple iPod touch (8GB) / 100 third prizes of an Apple iPod Nano / 250 fourth prizes of a pair of HCo Jeans / 500 fifth prizes of an HCo fragrance / 50,000 sixth prizes of a US$10 gift card. No purchase necessary. Open to US residents, 14 years of age or older, of the 50 United States. Stop by an HCo store for an entry card and, with a two-way text-messaging capable device, text the unique code to 743722. See full official rules and a detailed description of the prizes (here) before participating.
GH	July 14 (12:00AM EST) to August 5 (11:59PM EST)	Prize: One grand prize trip for five to Bondi Beach, Sydney, Australia. No purchase necessary. Open to US residents, 14 years of age or older, of the 50 United States. Text, with a two-way text-messaging capable device, either BONDIBEACH, BEACH, WIN, or TRIP to 444475. See full official rules and detailed info of the grand prize (here) before participating.

GOOD LUCK TO YOU ALL!

Stay FIERCE!