Banned! Abercrombie And Fitch Does Away With Shirtless Models

Wow. Never thought I’d see the day when Abercrombie and Fitch, a company who has heavily relied on gorgeous young models and shirtless shots to dictate their marketing campaigns and define their reputation, would do an about face and ban all over-sexualization across all facets of the brand.

Apparently sales for A&F and sister company Hollister are lagging, so steps are being taken to make the lines more mass friendly.

Refinery29 was sent a summary of changes the company will be making which include the following:

• A&F will no longer use shirtless models for store openings and events
• Hollister is discontiniing their use of shirtless lifeguards
• There will no longer be sexualized marketing used in marketing materials including in-store photos, gift cards, and shopping bags
• Store associates will also now be called “brand representatives” instead of “models.”
• Store associates will not be hired based on body type or physical attractiveness, and we will of course continue not to discriminate on any protected category.
• A&F “look policy” as been replaced by a new dress code, as the brand calls it, “an open-minded approach allowing associates to be more individualistic.”

Damn. Sounds like they’re making all the right moves for a more socially concious and accepting brand focus…let’s just hope consumers are willing to give them another shot.

What do you think of A&F’s new policies?