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Abercrombie & Fitch is now employing that tack to launch a new faux-person and chain of retail stores.

In the footsteps of Aunt Jemima and Betty Crocker comes Gilly Hicks, apparently an Australian supermodel with a penchant for the beach and an allergy to clothing above her waist.

Gilly Hicks Sydney (as in Australia, although there is no Gilly Hicks store there) is the name of A&F's new line of stores offering undergarments, in direct competition with Victoria's Secret. Ironically, at one time both A&F and Victoria's Secret were owned by Limited Brands.