Tuesday, 28 May 2013

Abercrombie's a Bitch

Abercrombie & Fitch, fitch please, bitch, hates fat women, Mike Jeffries, fitchthehomeless


Abercrombie's CEO Mike Jeffries recently stated that he wants to 'market to cool, good-looking' people adopting an 'exclusionary' policy to fulfill that ridiculous wish. They have decided to cut all XL and XXL sizes with the largest women's pant size being a 10. Reason: Mike doesn't want so called fat women from wearing his brand because Abercrombie should only target the 'cool kids'. This is what he says,

'We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong, and they can't belong.' 

This is no playground 'you're too ugly to hang out with us' antic. I understand that there are differing opinions about body size and appearance which affects your day to day personal life. However this is imposed by a highly influential and global company, elevating it to another scale of wrong. 

For years, the fashion industry has been receiving backlash for over emphasizing that being skinny and Caucasian equates beauty. More recently, focus has been shifted to feature a wider cross-section of body types and skin types in order to reflect 'real women'. Initiatives such as the Vogue Italia Plus Size editorial spread and the rise of ethnic models (Jessica Gomes, Liu Wen, Chanel Iman) has helped to push a new perception.
However, the above is only portrayal but this issue goes deeper ... this is about policy. You can place a magazine in front of someone's face. They have a CHOICE whether to pay it any attention. But when you put up constraints and rules ... that choice is gone. It's bad enough that Abercrombie only 'hires good looking people' but now Mr Jeffries is taking the option away from people larger than size 10 to shop there. Isn't exclusion what society is trying to deviate from? Racial exclusion ... sexual exclusion ... body image & appearance exclusion. With this controversy, it seems like we progress one step forward only to be pushed 3 strides back.

What makes it worse is this regulation comes from a male. You see it would be easier in calling him a misogynist. We can dismiss all his claims because he's just a frustrated hater. Simple. But he doesn't hate women, in fact he likes them, but only of the skinny and 'beautiful' types. This is a prime example of shaping society on the views of influential men. Men who voice their ridiculous and outdated views (in this case, to exclude those not considered 'cool') and actually getting their wish.

The good thing is, we all have a choice. Many have made the point to ignore, humiliate or criticise. Mine is to laugh at Abercrombie. Because Abercrombie is that bitch in high school with her exclusive 'pretty' club who ends up falling from her high horse and smashing her head along the way. As their deteriorating sales stats show, that's exactly whats happening.

End rant

16 comments:

  1. Great post. I hadn't heard about this, it's absolutely ridiculous! I cannot believe they are going to cut the larger sizes-share your anger
    Lucia x

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  2. Abercrombie is like that girl in high school that spent 6 years as queen bitch and then then you find out 3 years later that shes pregnant with cellulite..... sad.. just sad


    www.voguevandal.blogspot.com

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  3. Great post...
    www.stylemekim.blogspot.com

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  4. I love the comment from Domenica! I seriously cannot believe this about Abercrombie. What nerve!

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  5. I found out about this a while ago and I still can't believe it; I mean, it's wrong when people discriminate you for the size of your clothes but we're talking about a globally recognized brand! It's just ridiculous.

    http://www.voguetteblog.com

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    1. That's very true Amy. Because they're a globally recognised brand, it's so much worse

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  6. Great post. Crazy world we still live in. I still pray that one day things will change for the better. sad.

    Mo
    Who is that girl Mo?

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  7. There is a project called Fitch the Homeless, you should watch the video! :)

    xx MJ
    http://shopaholic-thoughts.blogspot.pt/

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    Replies
    1. I have heard of that initiative ... Such a genius idea! *runs to watch the video*

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  8. I worked for Hollister the sister company to Abercombie for a year and I have to say, there was always such a massive pressure to look good all the time, and often people were very judgemental even within the managerial department. A lot of managers conflicted on views of who was 'good enough' to work there and it definitely showed in their treatment of us, very superficial. Coming from someone who working within the store, that attitude is very much alive in everything to do with that company and I'm so glad I left!

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    1. Thanks for your input Krishie! Since their so superficial it's no wonder they've become discriminatory. Of course, I'm not judging every single worker there but when the top guy imposes something like this, it does say a great deal about the label itself.

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  9. Sharon! This was a great rantish analysis of this really prevalent issue. In fact, I think it's rather *DISGUSTING* the comments he made. For Goodness sake, it's 2013, I'm more than disappointed that this sort of discrimination is even still an ISSUE; we should've been long past this sort of clique-y, elitist thoughts about what sort of "people" should be representing beauty. This entire "cool kid" thing made me laugh really hard. He clearly hasn't grown up. Grow up, Michael S. Jeffries. Grow. Up.

    XOXO YOUR FAV GIRLFRIEND JESSIE X HEHEH <3

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  10. Love this post! I think it's quite disgusting and unfair to remove all XL and XXL sizes. That's very wicked and as you said, is exclusion. x

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  11. I wore A&F in high school (sadly), and I think back when the brand still projected the same superficial image of a blonde, skinny, tan and socially accepted individual. Even though we like to believe that our society has come full circle in embracing individuality and projecting a healthy self-image, there are these types brands that are still supported by the everyday consumer ... It's unfortunate, but all we can do is spread the word through our voices on blogs and social media and hope that enough people hear us. Thanks for sharing this xx

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  12. A&F's statements make me sick. Good on you for fighting back!

    www.monadot.net

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