Abercrombie & Fitch has unveiled a redefined persona for its iconic and bestselling fragrance, Fierce. Launching in stores this weekend, and online, its campaign, ‘Face Your Fierce’, explores the modern notion of what it means to be fierce through a sensitive, diverse and inclusive lens.

The new global campaign showcases the stories of a group of millennial men and women, and how they ‘face their fierce’, and find their strength in the face of adversity.

The new ‘Faces of Fierce’ include athletes, LGBTQ+ activists, mental health advocates, and a group of Malibu surfers who, as volunteer firefighters, bravely fought the recent fires.

Notable Quotes: This iconic fragrance, which has been and will always be an integral part of the Abercrombie & Fitch brand, is ready to make a new and unforgettable
impression.” – Kristin Scott, President Global Brands, Abercrombie & Fitch Co.

Head over to the Abercrombie & Fitch site to learn more.