Abercrombie Fierce
by Stephen Garner

Abercrombie & Fitch has unveiled a redefined persona for its iconic and bestselling fragrance, Fierce. Launching in stores this weekend globally, 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, which was shot in L.A. by photographers Jack Pierson, Sean Thomas, and Devyn Galindo, 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 served as volunteer firefighters to bravely fight the recent fires.

The fragrance, which is unchanged, with its notes of marine breeze, sandalwood, sensual musk, and sage, has a newly imagined bottle, in stores this weekend, featuring the un-retouched torso of Judo fighter Julian Schneider. Three limited-edition bottles will launch in May, September and November with the portraits of athletes Romelu Lukaku, striker with Manchester United, Jayson Tatum with the Boston Celtics, and Ryan Garcia, an American pro-boxer in the Super Featherweight division, respectively.

Abercrombie Fierce

Fierce has ranked in the top four highest selling men’s fragrances in the United States for the past seven years and remains a top performing item for the brand. Now redefined, a new generation of individuals bring to life the essence of the Fierce evolved positioning; an exploration of the unexpected and emotional aspects of inner strength.

“We are proud to introduce the redefined Fierce for our customers, and inspire them to see and share how they too embody Fierceness,” said Kristin Scott, president of global brands at Abercrombie & Fitch Co. “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.”

The campaign is featured across the brand’s platforms, with in-store experiences and a social call to action for customers to share how they ‘Face Their Fierce’. In appreciation of the Malibu volunteer firefighters who have faced their fierce for their community, Abercrombie & Fitch is making a donation in support of California wildfire prevention, education, and relief. Customers will also have the opportunity to round up at the register in store through the month of February.


  1. Tried the new Fierce Blue yesterday – perhaps it’s not a good match with my body chemistry, but the staying power is very poor…I do however have the original Fierce and love it!

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