Fat Abercrombie & Fitch ads by Jess at the Militant Baker, in responser to Abercrombie CEO Mike Jeffries' comments about larger sizes

A few years ago, Abercrombie & Fitch CEO Clayface Mike Jeffries made some comments about why his fratty Americana mall clothes don’t come in larger sizes (they “go after the cool kids”). A recent Business Insider article focusing on the brand’s desire for thin, popular customers resurrected the comments and a new outcry surged on the internet, especially from the fat acceptance community. One blogger, Jes at The Militant Baker, decided to write an open letter to Jeffries.

…Even better, she did a photoshoot to accompany that letter, imagining ‘fat Abercrombie ads’ that reflect positive body image.

The letter begins:

Hey Mike,
I know you’ve been flooded with mail regarding your comments on sizeism, but I wanted to take a second to write you about a project I’ve been working on.
s a preface: Your opinion isn’t shocking; millions share the same sentiment. You’ve used your wealth and public platform to echo what many already say. However, it’s important you know that regardless of the numbers on your tax forms, your comments don’t stop anyone from being who they are; the world is progressing in inclusive ways whether you deem it cool or not. The only thing you’ve done through your comments (about thin being beautiful and only offering XL and XXL in your stores for men) is reinforce the unoriginal concept that fat women are social failures, valueless, and undesirable. Your apology doesn’t change this.

The letter goes on–and you can read it over at Jes’ blog–but with regards to the photoshoot, Jes concludes:

I’ve enclosed some images for your consideration. Please let me know what you think.

A note: I didn’t take these pictures to show that the male model found me attractive, or that the photographer found me photogenic, or to prove that you’re an ostentatious dick. Rather, 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. I challenge the separation of attractive and fat, and I assert that they are compatible regardless of what you believe. Not only do I know that I’m sexy, but I also have the confidence to pose nude in ways you don’t dare. You are more than welcome to prove me wrong by posing shirtless with a hot fat chick; it would thrill me to see such a shoot.

Here’s one more:
Fat Abercrombie & Fitch ads by Jess at the Militant Baker, in responser to Abercrombie CEO Mike Jeffries' comments about larger sizes
(The Militant Baker)