Abercrombie & Fitch Documentary Trailer Explores the Brand’s Rise & Fall
Netflix has released the official trailer for their upcoming documentary film, White Hot: The Rise & Fall of Abercrombie & Fitch. Directed and produced by HBO's Jagged director Alison Klayman, the documentary will follow the pop-culture phenomenon of the all-American clothing brand, which was accused of promoting elitism and exclusion, from the late 90s to the early 2000s. Recently, Abercrombie & Fitch closed over 130 stores, refocusing themselves as an online retailer.
Now, Netflix has unveiled the official trailer to their upcoming documentary, following the rise and fall of Abercrombie & Fitch. The trailer tracks the journey of the company’s success in selling the idea of exclusion. Under former CEO Mike Jeffries, the brand rooted itself in controversy as it sought to recruit only «attractive» people and fired those who went against its guidelines, which were heavily biased toward those who were “young, thin, and white.” This ultimately led to the brand’s demise as the Netflix documentary showcases Samantha Elauf's Supreme Court case against the brand for violating civil rights law by denying her a position for wearing a religious headscarf. Watch the full trailer below:
Click here to watch the trailer on YouTube.
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Despite their initial fiscal achievements thriving on the idea of exclusivity, the upcoming Netflix documentary will focus on the controversies and lawsuits that disenchanted the public opinion of the fashion retail brand, alongside interviews with former employees. In recent years, the company has rebranded its vision to move towards embracing diversity and inclusivity in its customer base and in the workplace. For now, White Hot: The Rise & Fall of
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