Sunday, April 2, 2017

Meet The Face (And Body) Of Abercrombie & Fitch

Alex Libby represents a new direction for the iconic brand
From: NewNowNext
 For gay men of a certain age, the Abercrombie & Fitch catalog our answer to Sports Illustrated’s swimsuit issue, with impossibly chiseled models in ridiculously homoerotic poses. (What exactly is being advertised by two naked men in a shower?)


 A&F’s homo-bro aesthetic was cultivated by former CEO Mike Jeffries, who had a hand in everything from the risque advertising to the shirtless greeters standing outside stores.


 “I think that what we represent sexually is healthy. It’s playful. It’s not dark. It’s not degrading,” Jeffries once claimed.

“And it’s not gay, and it’s not straight… It’s not about any labels. It’s all depicting this wonderful camaraderie, friendship, and playfulness that exist in this generation.”


 But Jeffries stepped down in late 2014, as A&F faced major losses and a brand that had become too over saturated.

Now, W magazine touts, “Abercrombie & Fitch is back, and with a fresh new face.”

Aaron Levine, formerly of Club Monaco, was hired to elevate the brand—moving away from over sized logos and muscle tees. “For me, it’s all about the product; the fabric, fit, finish and attention to detail in everything we work on,” says Levine.


 That doesn’t mean an end to hunky models—though they’re less exposed than in years past: Alex Libby,  is now the  face of Abercrombie & Fitch, wears baggy cargo shorts, henleys and windbreakers in the company’s campaign.

He sports a fuzzy beard and a tangled mass of hair he puts up in a slap-dash bun.

And he keeps his shirt on the whole time.


 Perhaps most surprising for a brand that’s banked on the “all-American boy” for years, Libby is British.

He had little modeling experience prior to being tapped by Levine, but has a robust social media following thanks to ample shirtless selfies and skydiving videos.

alexlibby123

When you wake up at 5am and put your shoes on

 before you're pants and believe you are ready for the day. :D 

and also 10 points if you can guess what client I'm working for today? ;)

 #bedhead

 Are we ready for an Abercrombie model who drinks Guinness and claims board shorts as his favorite fashion? Let’s examine the evidence.


alexlibby123

A stunning new editorial from @atlargemagazine 

styled by the incredible @julieragolia 

shot by the master @john_balsom 

thanks so much for everything xx




alexlibby123@atlargemagazine


alexlibby123

The only Costa Rican conundrum 

You'll ever have, is leaving Costa Rica.


alexlibby123

Yep super smooth when it comes to the ladies ay...


alexlibby123

Bali belly working a treat #skinnybonesjones


alexlibby123of shit


alexlibby123

Happy Australia Day! 

Miss you all massive amounts Yeww! X


alexlibby123Suit you sir...

We think we can work with this. Welcome aboard, Alex.

No comments:

Post a Comment