Legendary fashion photog Bruce Weber has been putting scantily clad, extremely fit, young people in his campaigns for years, and this new video series for longtime client Abercrombie & Fitch is no exception–though he’s done something a little different.
These black and white videos are in the same vain as, say, the controversial A&F Quarterly, which featured nude or almost-nude models posing and lying on top of each other, except there aren’t any girls. Male models wear only athletic shorts (which are mostly sweaty and/or sopping wet and stuck to said models) and there is a lot of wrestling, showering and some very suggestive positions. In one video, called “Other Sports Require One Ball. Wrestling Requires Two,” a dude plants a nice, passionate kiss on another’s forehead.
The videos also recall this old Bruce Weber Abercrombie commercial–a more subtle take on men’s wrestling. While some (many?) would say Abercrombie’s marketing has had homoerotic undertones in the past, they’ve never taken it this far. From Huffington Posts’s Gay Voices channel:
Abercrombie & Fitch is globally renowned for using homoerotic imagery to promote its sporty apparel — but in its latest round of advertisements, the clothing retailer is going an extra step by featuring a kiss between two shirtless hunks.
Gay blog Queerty feels this has been a long time coming:
Between the gay dance anthems playing in the store and vintage-porn-looking hunks modeling barely-there clothes in ads, Abercrombie’s marketing strategy has always been super-gay. But though their ads ooze homoerotic pyrotechnics, they’ve never actually gone and shown us the full monty, the real act of affection between two hot dudes. Until now.