Abercrombie & Fitch became famous for their cheeky ad campaigns (cheeky as in butt cheeks, what sells jeans better than not including them in the ad!) but became infamous after CEO Mike Jeffries reportedly claimed he only "wants thin and beautiful people" wearing A&F.
Jeffries has since released a statement claiming that his company is "completely opposed to any discrimination...based on body type" but that it does "target its marketing at a particular segment of customers."
In the midst of the controversy, blogger Jes, aka The Militant Baker, has penned an open letter to Jeffries and posted an accompanying photo shoot reimagining the ads as "Attractive & Fat."
Jes prefaces her letter by admitting Jeffries' "opinion isn't shocking; millions share the same sentiment" but goes on to say that it, "reinforce[s] the unoriginal concept that fat women are social failures, valueless and undesirable."
And Jes wasn't going to take that lying down: "You have also created an incredible opportunity for social change."
For the shoot (by Liora K. Photography), she donned A&F apparel and posed with a model more traditional to the Fitch brand, noting, "The juxtaposition of uncommonly paired bodies is visually jarring...This is largely attributed to companies like yours that perpetuate the thought that fat women are not beautiful. This is inaccurate."
"I was inspired by the opportunity to show that I am secure in my skin and to flaunt this by using the controversial platform that you created," she continued. "I challenge the separation of attractive and fat, and I assert that they are compatible regardless of what you believe."
Jes, who writes that she did not set out to prove that Jeffries is "an ostentatious dick," has a challenge for him, "You are more than welcome to prove me wrong by posing shirtless with a hot fat chick."
Which he might actually do. Just as long as the fat chick isn't wearing two A&F polos with both collars popped (naturally) and jeans that were already ripped when she bought them.