Miscellaneous Musings | A&F bringing the heat to HK

Hunky shirtless men take to the tops of Hong Kong’s iconic trams waving to the stunned civilians on the streets below. It’s certainly an unconventional sight in this conservative asian region. America’s house of prep Abercrombie has come to Hong Kong.

Rumour has it that the once all-the-rage Abercrombie brand has been seeing great losses in sales over in America.

Today’s teens are underwhelmed by the half-naked models and blaring, dimly lit stores. And they’re less inclined to wear Abercrombie’s uniformof denim and graphic T-shirts.

- South China Morning Post, Nude Awakening by Sapna Maheswari, Aug 27, 2012 

Hence, a strategic move to Asia, which has yet to experience the brands risque promotional direction. 

While many would argue that it is vacuous objectification in it’s shallowest form, you do have to admire their PR campaign. The irony of it all - selling clothes via half naked bodies. Genius. An idea that now cannot be replicated by other brands without being slated as ‘copycats’ of their predecessor.