Hannes Magerstaedt / Getty ImagesWell folks, it seems they're stripping the "ab" right out of Abercrombie & Fitch.
No more half-naked models on shopping bags. No more half-naked models covering the store. Nada—as in more clothes on models, not less. The once-golden teen retailer is rolling out a new set of company policies that are dialing back on the sex appeal in favor of friendlier, more approachable marketing campaign.
As a part of these amended marketing tactics, both Abercrombie & Fitch and Hollister will no longer feature shirtless lifeguards and models at store openings, nor will those chiseled washboard abs grace the bags of the respective stores.
"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 company said via press release.
The brand's staple fragrance, Fierce, however will still feature the brand's once-staple shirtless dudes on its bottles. Because hey, what's cologne without a little ab action on display?
Further plot twist: Abercrombie & Fitch is also shedding light on its stores—literally—by amending their in-store experience to turn up the dimmer and tone down the sensory-shattering scents. The brand's in-store sales associates, once dubbed "models," will now be referred to as "brand representatives." And as for that pesky look book policy—which is still receiving national backlash and Supreme Court attention after a Muslim woman was denied a job for wearing a headscarf—is being ixnayed, meaning employees will finally be allowed to sport colored manicures and wear close-toed shoes of their choosing.