[citation needed] The marketing grayscale image for the fragrance is a "ripped male torso.
In a new marketing move, the seasonal photography bore quotations from prominent historical writers (Arthur Conan Doyle, Don Marquis, Henry Ward Beecher, and Gilbert K. Chesterton) all containing the word "FIERCE" in bold/red.
[5] In 2019, Abercrombie launched the "#FaceYourFierce" advertising campaign, as a way to try and shake the body-shaming image the store had cultivated.
[1][2] Abercrombie & Fitch took action by filing a lawsuit accusing her of trademark infringement, unfair competition and deceptive trade practices because A&F already markets a men's cologne called Fierce.
[1] The company also cited a potential likelihood of confusion while sending Beyoncé a warning to "cease-and-desist.