range overly available is not enough to kill off any kudos the label may have, Mrs Beckham is on hand to help: she was recently spotted buying up half the LA store.

When rumours first circulated of an Abercrombie & Fitch outlet opening in London, certain internet chat rooms went wild with speculation. As early as 2005, fans were feverishly posting intelligence about the putative new store. Would it be in the old Jil Sander building? Someone looked up the planning applications lodged with Westminster City Council and found A&F had indeed applied to change the first floor from B1 use (office) to A1 (retail). Excitement mounted. How did you get a job there? people asked.

For anyone interested, Abercrombie started advertising in mid-January, on Gumtree.com of all places, for 'Impact Team Members' and 'Overnighters'. A&F fans won't need

the terms explained (nor will they need pointing out that A&F staff uncannily seem to be as cute as the boys in their ads (left) although rather more dressed on duty). But for the rest of us, the first maintain stock level during the day and the latter tidy up and fold after closing time. A&F will probably have me hunted down for making it sound so simple, but, thankfully, it doesn't sell guns anymore.