It's no secret that Abercrombie & Fitch's strict "Look Policy Guidelines" have stirred up some controversy over the years. In fact, former CEO Mike Jeffries (who retired in December after two decades with the brand) had taken pride in their cutthroat dress code once saying, "It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that."
As of today, though, it looks the brand has officially put an end to their “body type or physical attractiveness” hiring policy, according to the Wall Street Journal.
Abercrombie said it plans to relax the "Look Policy Guidelines" by letting the employees have more control over what they wear—not to mention changing the sales staff titles from "Models" to "Brand Representatives." “By the end of July, there will no longer be sexualized marketing used in marketing materials including, in-store photos, gift cards, and shopping bags," the brand stated. This means there won't be any shirtless models making appearances at their store openings or events.
All the changes are coming after declining sales—A&F saw a 14% drop during its holiday quarter—and the the brand not faring well among teens. They also plan to “adjust the scent, lighting, music and trees to ensure a more pleasurable shopping experience" to boost sales.
But, hey, not all abs will be removed from the store's brand. "Consistent with the fragrance industry, the shirtless model image will continue on A&F’s Fierce cologne." Whew, we can all rest easy now.