Abercrombie & Fitch Ditching Shirtless Male Models in Favor of New Image

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Abercrombie & Fitch Ditching Shirtless Male Models in Favor of New Image

Abercrombie & Fitch, known for plastering six-packs across its storefronts (and even on their mannequins), is losing its signature shirtless in-store male models in order to rebrand its image.

The company is instituting its new policy all at store opening and events, including dropping all “sexualized marketing” (in-store photos, gift cards, and shopping bags) by the end of July. However, A&F will continue using shirtless models to advertise their “Fierce” cologne, stating that this type of marketing is “consistent with the fragrance industry.”

“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 said in a statement.

The changes are a result of a combination of both dwindling sales for the retailer, a Supreme Court case where a Muslim woman was denied employment on the basis of her headscarf, and the retirement of former CEO Michael Jeffries in December 2014, known for encouraging the company’s atmosphere of exclusivity that once made A&F a top place to shop.