Abercrombie & Fitch redefines fierce with inclusive fragrance campaign


Abercrombie & Fitch is relaunching its iconic Fierce men’s fragrance with an inclusive new campaign featuring a diverse cast of 20 millennials. Called “Face Your Fierce”, the campaign features men and women sharing their personal stories on how they overcame diversity and what it means to be fierce in their own unique ways.

The new campaign is part of the brand’s transformation as it seeks to reconnect with its target audience of young consumers. It aims to show that strength can be found in compassion, vulnerability and humility, which are all qualities the chosen cast represents.

“We are proud to introduce the redefined Fierce for our customers, and inspire them to see and share how they too embody Fierceness,” says Kristin Scott, president, global brands at Abercrombie & Fitch Co. “This iconic fragrance, which has been and will always be an integral part of the Abercrombie & Fitch brand, is ready to make a new and unforgettable impression.”

Featured in the campaign are Manchester United striker Romelu Lukaku, actress Brianna Hildebrand, LGBTQ+ activist and actor Keiynan Londsdale alongside a host of other inspirational characters. This also includes a group of surfers from Malibu who worked as volunteer firefighters during the recent California wildfires. To support their brave efforts, the brand is giving a charitable donation in support of California wildfire prevention, education and relief.

The campaign will be rolled out online and in-store today through print and video, while a social media element will allow brand fans to share their own fierce stories.

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