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Abercrombie & Fitch Models

Hannes Magerstaedt / Getty Images

Well 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.

Abercrombie & Fitch ad

Abercrombie & Fitch

"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. 

The radical policy changes come just a few short months after former CEO Michael Jeffries departed from the company he handcrafted as the "it" brand for popular teens in 1990s and early 2000s. Don't remember Jeffries? He's the man who "doesn't want larger people shopping in his store" because "he doesn't want his core customers to see people who aren't as hot as them wearing his clothing. People who wear his clothing should feel like they're one of the 'cool kids,'" (that's coming from Robin Lewis, co-author of The New Rules of Retail).

Now, we're just worried about all those unemployed hot guys.