UPDATE: In November 2016, Abercrombie & Fitch announced their Hong Kong store would be closing, as a result of the economic downtown – it had been rumoured for a while and what with Forever 21 also exiting their phenomenally expensive space in Causeway Bay, was not really a surprise. As part of their rebranding, A&F also removed all their #HotGuys videos from Youtube (and from the stores!); props to various gay YT channels for preserving Call Me Maybe for perpetuity, whilst I’ve plugged in some other fan/news videos to try showcase the mayhem of the opening. Let’s remember the good times…
So, in case you live under not just one rock but ten tonnes of them, Abercrombie & Fitch finally opened its first Hong Kong store in the iconic Pedder Building in Central.
At 11am, August 11, 2012, the doors finally opened (signature Fierce cologne filling the air). People queued overnight, lines of not just hundreds but thousands swarmed all the way around Pedder, an MTR exit was closed and police barricades were in effect. Don’t believe me? See the video above!
What’s this – photographs not taken during a season of Next Top Model making the pages of my Pretty Things section?! Yes, you read right, but this summer ad campaign for American brand Wildfox is too delish not to drool over.
It’s based on 90s teen book and tv series Sweet Valley High – I know, awesome already, right?! It’s all sleepovers, crushes, sunshine and secrets, basically an all-American summer encapsulated in one photoshoot by Henrik Purienne. Rather than delivering the typical ‘buying these clothes might make me as pretty as the models’ aspirational campaigns that many brands go for (cough Abercrombie & Fitch cough), there’s a sense of ease and fun to these images that means the models look like genuine BFFs.
I particularly love the sun-bleached look these photos have – you can practically feel the heat radiating off them! – and it all adds to a slightly vintage feel (check out that retro Pepsi can!) that makes you feel like you’re flicking through an old family album. Admittedly, one in which the girls seem particularly ill-disposed to wearing anything over their underpants (it’s a shoot for tees, who can blame them?!).
My favourite photos are the ones with the phone (above), which instantly make me think of racking up my parents’ phone bill on late night calls to my bessies It also reminds me of this amazing 90s board game called Dream Phone where you had a giant pink phone that played voice recordings of boys, so you could work out who had a crush on you (‘You’re right! I really like you!) – very apt, given the slogan on the tee!
I also love the pizza ones above, which call back to all those sleepovers where you all end up in hysterical laughter about nothing in particular, and the models perfectly capture that conspiratorial sense of fun in a way that just looks effortless.
So grab your sunnies, shorts and SPF – summer is here! [Wildfox tee optional]