Abercrombie & Fitch is one of the many brands celebrating Pride Month and supporting the LGBTQ+ community with the launch of the fragrance, Fierce Pride Edition in rainbow packaging.
Fierce is A&F's iconic, best-selling fragrance. It's new rainbow packaging is a part of A&F's Pride Collection, co-created by The Trevor Project.
A&F is donating $200,000 to the organization. The Trevor Project is the world’s largest suicide prevention and crisis intervention organization for LGBTQ young people. As long-term supporters, A&F has raised over one million dollars for the organization to date.
Since Black Lives Matter is so important this year during Pride Month, many beauty and fragrance brands are combining the movement with Pride to support both, as protesters have done across the U.S.
A&F has stated it is also donating an additional $200,000 to fund initiatives that support, uplift and embrace Black, Indigenous and People of Color.
A Rainbow Design for a Best-Selling Fragrance
A&F's Fierce Pride Edition is in a bottle that glistens with rainbow hues -- and even the box features day-glo brights.
The rectangular-shaped bottle has a thick base. The clear front allows the 'rainbow' to show through to the front of the bottle, from the back. The design is achieved using a label on the back of the bottle.
A dark gray cap gives the look a chic unisex and slightly "industrial" feel. The cap is weighted and feels luxe, closing with a firm ‘click.’
The carton is black —with pops of rainbow design accents. The logo and fragrance name on the front is in decked out in every color of the rainbow, and the side of the box pops in a bright rainbow hue, with the words, "Fierce Pride Edition."
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