So far this month Anderson Cooper came out as gay, Frank Ocean of Odd Future came out as gay and now, it would seem, that Abercrombie & Fitch has come out as gay. For many, many years A&F has flirted with homoeroticism in the way they market their clothing. In catalogs, promo images and promo videos, scantily clad men are seen posing in various states of undress in a seeming attempt to show homosexual love … or, at least, fraternity. A new promo video for A&F, directed by photographer Bruce Weber, shows mostly naked men embracing and kissing in a shower. Is this Abercrombie & Fitch’s way of coming out?
Abercrombie & Fitch has had a long history with homoerotic imagery in their marketing. In fact, there’s no doubt the clothing retailer’s male-objectifying ads have been the lifeblood of the brand. Yet, the company has routinely denied the gayer side of their famous photos. However, it now appears A&F marketing may be creeping out of the closet. A series of four promotional videos, directed by Bruce Webber, focusing on the sport of wrestling (no, that’s not gay at all) have been produced for the clothing retailer and one in particular sails into uncharted Abercrombie territory. The video Other Sports Require One Ball not only features a steamy shower scene, but a guy-on-guy smooch as well. We’re curious to see if Abercrombie & Fitch will try to sweep this one under the rug (he just slipped in the shower) or if the company will finally have the balls to admit they’re just a tad bit gay.
In many instances, family and close friends say that they knew of a person’s homosexuality before that person officially came out to them … I think the same situation applies here. A&F is gay … that is, for decades they have marketed themselves to gay consumers with their advertising. This latest video is no different. Maybe it is time for A&F to just admit it to themselves, I think pretty much everyone else already knows the truth.