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United States · 2022
1h 28m
Director Alison Klayman
Starring Benjamin O'Keefe
Genre Documentary
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This documentary explores Abercrombie & Fitch's pop culture reign in the late '90s and early 2000s and how it thrived on exclusion. The film features interviews with former employees and reframes Abercrombie's carefully-crafted narrative around what it means to be cool, good-looking, and American.
The Playlist by Christian Gallichio
When the film drifts into the larger discourse of Abercrombie’s fall, it favors simplistic answers — namely the democratization of social media — over a more critical interrogation of why Abercrombie fell, and how they are still trying to claw their way back to relevancy.
Cathartic and outrageous as it can be to hear the juicy — but wildly unsurprising — details of how Abercrombie operated behind the scenes, Klayman’s film doesn’t ground them in any greater sociopolitical context.
While this documentary from Alison Klayman can be insightful in taking us inside a phenomenon, its approach can be too broad, with filmmaking that relies on its own weaning sense of trendy.
It is a fascinating, horrifying story and Klayman eschews any tricks or gimmicks — bar some lively collage animation — to allow this explosive narrative to evolve through the eye-opening experiences of those who lived it.
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It is time to sweep off the dust of everyday life.