They are losing their "genius."
The clothing company Abercrombie & Fitch is abandoning its popular and exclusive children's aesthetic for a new brand more friendly to millennials, after its former CEO allegedly declared addressing only the "cool kids."
Anchored in a range of ideas that include the increasingly fashionable "body positivity" movement, as well as "self-empowerment", "gender equality" and "LGBTQ + equality", the new campaign has abandoned the Days of hard abs and bright tan for more realistic body types, The Post has learned.
The ads "Face Your Fierce", a play of its fragrance Fierce, focus on the perfumes and colognes of the brand for now, not on clothing, although all the models in the photo will wear Abercrombie & Fitch costumes, according to a spokesman told The Post.
"We are moving towards a world of belonging, instead of fitting in," says Joanna Ewing, creative director of Abercrombie & Fitch.
This is the first advertising campaign they launch using large-sized models, although they began silently incorporating more curvilinear models into their ads last year.
The new year-long campaign features a cast of 24 athletes, activists, models, artists and more to represent the brand and pose in a series of photos, wearing Abercrombie's exclusive blue jeans and knit sweaters, at previous campaigns of the brand, but with a twist.
Among the most recognizable are: the American football player and twice World Cup champion, Megan Rapinoe, who rose to fame for her public criticism of President Trump and LGBTQ + activism; Los Angeles Lakers basketball player Kyle Kuzma; and Paralympic athlete Scout Bassett.
Others include the plus size model Michael Robert McCauley, the Olympic skier Gus Kenworthy and the Compton Cowboys.
Seven years ago, the 127-year-old brand attracted great attention from online critics for its exclusive and embarrassing principles after a Business Insider article discovered that Abercrombie did not wear XL or XXL sizes for women. Experts believed it was because they didn't want bigger people to buy there.
In an interview in the 2006 Classroom, Mike Jeffries, CEO of Abercrombie at that time, broke his standards bluntly: "In every school there are great and popular children, and then there are not-so-great children." We go after the great children. We are after the attractive American boy with a great attitude and many friends.
"Many people do not belong [in our clothes], and cannot belong. Are we exclusive? Absolutely. Companies that are in trouble are trying to target everyone: young, old, fat, skinny. But then you become totally vanilla, ”Jeffries told Salon. "You don't alienate anyone, but you don't excite anyone either."
In February 2017, the price of Abercrombie shares had plummeted to $ 11 from $ 54 just a few years earlier, more than a hundred of its physical stores were closed and the company seemed to go bankrupt.
But that same year, a new CEO, Fran Horowitz, took the helm and has since taken the company back to the green. The company now offers more life-size options and launched a "Curve Love" line with more space in the hip and thigh areas.