Social or personal image is also a reference point for some lifestyle brands. In the 1990s, Abercrombie & Fitch successfully resuscitated a 1950s ideal —the white, masculine “beefcake”— during a time of political correctness and rejection of 1950s orthodoxy, creating a lifestyle brand based on a preppy, young, Ivy-League lifestyle. Their retail outlets reflect this lifestyle through their luxurious store environment, attractive store associates (models), and their black and white photographs featuring young people "living the Abercrombie & Fitch lifestyle". In doing so, Abercrombie & Fitch has created an outlet for those who lead, or wish to lead or wish to dream about leading this lifestyle.
