White Hot: The Rise & Fall of Abercrombie & Fitch (2022)

In the twilight years of the 20th century and the dawn of the 21st, the captivating allure of Abercrombie & Fitch was a siren's song to mall-goers, promising a taste of the coveted "cool kids'" world. "White Hot: The Rise and Fall of Abercrombie & Fitch" plunges into the vibrant and intoxicating world of this iconic brand that once held the youth in its thrall. The labyrinthine stores, their entrances flanked by the sculpted abs of shirtless models, exuded a magnetic mix of wholesomeness and sensuality, underscored by pulsing dance beats and the brand's signature scent. Steered by the confident hand of CEO Mike Jeffries, Abercrombie & Fitch was the embodiment of the "all-American" dream, its clothes woven into the fabric of the new millennium's zeitgeist. Yet beneath this shimmering veneer of perfection, a darker narrative was unfolding. As whispers of exclusionary marketing and discriminatory hiring practices began to surface, the brand's gleaming image began to tarnish. Featuring candid conversations with a diverse group of former employees, executives, and models, "White Hot: The Rise and Fall of Abercrombie & Fitch" unravels the intricate tapestry of this once ubiquitous brand. As it peels back the layers of this complex history, the film invites viewers to question the price of coolness, the allure of exclusivity, and the hidden costs of image-centric consumerism. This is a tale of a brand that soared to dizzying heights, only to be pulled down by the weight of its own controversies.

White Hot: The Rise & Fall of Abercrombie & Fitch is a documentary movie featuring Benjamin O'Keefe and directed by Alison Klayman.

White Hot: The Rise & Fall of Abercrombie & Fitch is currently streaming on Netflix and Netflix basic with Ads.