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In keeping with the tradition which they started in 2009 in Milan, Abercrombie & Fitch again used the male form as their marketing magnet. Around 40 bare-chested male models, from Brazil, United States, France, Italy and Japan stood in a straight line, wearing only A&F red sweat pants outside the new Abercrombie & Fitch flagship store in Singapore at 270, Orchard Road on the 9th December. Taking turns, these hunks will be there everyday from 11a.m. to 5p.m. till Thursday, the 15th of December, when they will be officially opened. Visitors to this flagship store at Knightsbridge (next to Paragon Shopping Centre) can expect to be greeted by these men with tight bods.

The initial response by onlookers was lukewarm but within half an hour of their appearance, curious onlookers started to approach them to get their photographs taken, reported The Straits Times. It is a standard practice for Abercrombie & Fitch to use 'Shirtless greeters' for all its flagship stores.

The Abercrombie & Fitch brand is heavily promoted as an international near-luxury lifestyle concept and is known for its racy marketing photographs. The photographs are rendered to grayscale and features outdoor settings, usually with minimally-clad males and females. The company began cultivating an upscale image after the 2005 opening of its Fifth Avenue flagship store in New York alongside Prada and other upscale retailers.



Abercrombie & Fitch models wearing red sweat pants with the A&F signature sandals, lining up for the opening of the new flagship store in Singapore.





The opening of Abercrombie & Fitch in Paris, France.





Abercrombie & Fitch casts only store employees for marketing campaigns. The company promotes its casting sessions, models, and photo shoots in the "A&F Casting" feature online at abercrombie.com. The website also provides a gallery of current photography. Framed copies at A&F stores will sometimes name the model and store, and now Abercrombie & Fitch have opened their casting for Singapore flagship store. Casting directors from the home office travel to key A&F regional stores in the United States and London to hold "casting calls" for employees aspiring to become the next "A&F New Face"

The opening of Abercrombie & Fitch in Ginza, Japan and Milan, Italy.





(Ed. Everywhere we turn, everywhere we look, the male form is being idealized and commodified. Giant billboards with homoerotic appeal are now an integral element of men's deepest aspirations. Men now want to look as good as the models they see. Guys, when you look in the mirror, do you become body-conscious to the core and start working out and eating better?  Have we entered an age of self-improvement or homoerotism? or is it simply narcissism? We say, this is worth a follow-up article.)

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