LAUNCHED IN AUGUST 2010, 'THE SITCH ON FITCH' TITLE SEIZED PUBLISHING IN SEPTEMBER 2015. AN INTELLIGENT, NAVIGABLE ARCHIVE WILL BE MADE AVAILABLE SOON. FOR THE LATEST ON ABERCROMBIE & FITCH BRAND, VISIT @ABERCROMBIE.TSOF ON INSTAGRAM. THANK YOU.

Tuesday, July 21, 2015

Culture | MTV's 'Scream' Makes Killer Abercrombie Reference...




MTV's 2015 television adaptation
of one of slasher-horror genre's most iconic films
makes a killer reference to new A&F...
#OfANewKind



         WE TRULY ARE at a turning point where brands/concepts established as global icons by the dawn of the 21st century are now being readapted for a new, post-turn-of-the-new-millennium era. From fashion (ahem, Louis Vuitton, Gucci, and who else not) to entertainment (Jurassic World was epic!), Abercrombie & Fitch and MTV's Scream form part in this mid-2010s landmark affair in greater culture.

So how intriguing and amusing is it to have had the new Abercrombie & Fitch being referenced in the new Scream revival as television series (furthermore realized in zeitgeist attitude to the times). Among the set of main characters in the series is Kieran Wilcox (played by actor/model Amadeus Serafini) who sports the role of the understated, rugged, strong-willed good-natured guy outside and indifferent to the petty dynamics of his peers...until he gains a developing relationship with series lead Emma Duval (played by Willa Fitzgerald) which furthermore reels him into the dark, deathly mystery and occurrences in their town.

In episode 2, "Hello, Emma" (aired July 7), jock character Will Belmont (played by Connor Weil) - irked at being interrupted, while talking to Emma (who had broken off their boyfriend-girlfriend relationship after she found out he had slept with now-dead promiscuous queen bee Nina Patterson), by Kieran, of all people, who Will doesn't like for sensing him getting close to Emma - rudely refrains from using his name and calls him "Abercrombie" in mockery of Kieran's rugged appearance (feat. slick hair, light scruff facial hair, leather jacket, solid tee, jeans, and utilitarian boots):

Kieran, walks up to Emma and Will: "Hey."
Will: "Do you have a problem?"
Kieran: "That's my locker...and I'm pretty sure Emma's done talking to you."
Will: "Just stay out of this, Abercrombie."
Emma, mockingly, to Will: "Do you want some dueling pistols or something?"






Will walks away, Emma and Kieran exchange a short set of amusing remarks, and then Kieran says bye and walks off...





As must also be pointed out, the scene creates an amusing further contrast to what Abercrombie & Fitch used to be associated with during the Mike Jeffries Era, the gleaming classic American jock type. Though, regardless, rugged spirited was also a prevalent element of the era. Nevertheless, the rugged (and scruffed) guy is in all the way as is true to core authentic heritage.




Actor and model Ryan Cooper for A&F Fall Preview 2015.



Catch MTV's Scream Tuesday nights in America at 10/9c!






...Stay FIERCE!