After comments made by Abercrombie & Fitch CEO Mike Jeffries resurfaced last week, people were outraged at the idea that one man would boast about alienating “unpopular kids” from his brand’s target demographic. One blogger, Jes of The Militant Baker, responded in a unique way.
She thanked Jeffries for creating an opportunity for social change and held an “Attractive & Fat” photo shoot while wearing the brand’s shirt. Jes is definitely not one of the “cool kids,” at least, not according to Jeffries. See, she wears a size 22, which means the CEO would never put her in one of his catalogs modeling his clothes. The blogger wrote an open letter to Jeffries, and in it she included a few images from a photo shoot she held with a conventionally "attractive" male model, someone whom the CEO would have considered a “cool kid.”
In her letter, Jes writes that the result of his comments about thin being beautiful and offering sizes XL and XXL for men only was to "reinforce the unoriginal concept that fat women are social failures, valueless, and undesirable.” She notes that, while his apology doesn't change how his brand chooses to market its clothes, it does create “an incredible opportunity for social change.” Jes chose to pose with the model because “(n)ever in our culture do we see sexy photo shoots that pair short, fat, unconventional models with not short, not fat, professional models. To put it in your words: ‘unpopular kids’ with ‘cool kids.’” Jes arranged the shoot to include several “sexy” shots, some of which feature her naked. She followed her letter with two postscripts. In the first, she lets Jeffries know that if he wants to offer her “a substantial amount” to stop wearing the brand’s clothes he can just shoot her an email. In the second, she points out that his Large t-shirt “comfortably fits a size 22,” noting that it’s something he might want to “work on.”
I love Jes’ response to Jeffries’ comments! We know Mike Jeffries might not consider the blogger to be one of the “cool kids,” but she’s definitely considered cool in my book. Here’s the loving yourself no matter what size you wear!