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‘Lewd and inappropriate’: Abercrombie & Fitch blasted over Singapore launch Friday, 30th September 2011
Abercrombie & Fitch hasn’t even set up shop yet in the city, but controversy is already brewing, all thanks to a giant four-floor promotional advertisement on one of Singapore’s busiest streets.
For a brand famed for its racy adverts and legal suits, it was never going to be a smooth transition into its first South East Asian store. The Advertising Standards Authority of Singapore ( ASAS) has already ruled the poster, typically featuring a muscular topless man with very low-slung jeans as “lewd and inappropriate”, adding that it breaches the advertising “code of decency” and has called for it to be removed.
Naturally, for a label like Abercrombie & Fitch, there’s no such thing as bad publicity, and since the advertisement went up in April it has become the centre of a fierce debate played out over morning radio shows and social media. Not the best way to meet the neighbours, but when has Abercrombie ever shied away from a media storm?