BRIEF: ILLUSTRATE THE RISE AND FALL OF ABERCROMBIE AND FITCH
Director Alison Klayman and Second Nature Films came to And/Or in need of a design and graphics partner for their Netflix documentary exploring the rise and fall of Abercrombie and Fitch in the 90’s. We jumped at the chance to turn the traumatic memories we collectively had about the store – the abs! The prep! The scent! – into cheeky collages for the title and 30 minutes of animated sequences to help tell the story.
SOLUTION: CHEEKY COLLAGE WITH SUBVERSIVE SPIRIT
We took aim at the blonde god ideals of A & F by chopping up preppy imagery and re-contextualizing it through collages and scientific labels. We leaned into the all American heritage of the store through a red, white and blue palette while playfully juxtaposing diagrams, images, and language to support the film’s examination of A&F’s idealized beauty standards. One film and many, many, pictures of abs later, this has become one of our favorite projects to date.