Abercrombie & Fitch recently turned up the volume on its longstanding loud-and-proud partnership with The Trevor Project by featuring LGBTQ activists and ambassadors in its #FaceYourFierce campaign. The #FaceYourFierce campaign, which debuted in February as part of the relaunch of A&F’s Fierce fragrance, has highlighted a variety of folks who “live fiercely.” In time for Pride month this June, however, it included content creator/activist Tyler Oakley, actor Johnny Sibilly, model Taylor Phillips, WNBA star Stephanie Dobson, Out magazine editor Phillip Picardi, producer Crystal Anderson, model/activist TJ, musician Mena Sachdev, digital creator Kyle Kreiger and professional cheerleader Napoleon Jinnies.
A&F has partnered with The Trevor Project — a suicide prevention and crisis intervention organization for LGBTQ young people — since 2010 in a variety of ways. To date, A&F and its shoppers have given more than $600,000 to the nonprofit; the retailer has pledged up to $100,000 in proceeds from Fierce and its related Pride Collection. The move seamlessly expands an effort already in motion, adding relevancy and breathing new life.