Fitch please

ImageThin is often associated with beauty, but being size 10+ doesn’t make you ugly, does it?

CEO of Abercrombie and Fitch Mike Jefferies thinks so.  In an interview Jefferies talked about the company’s target audience; ’“Candidly, we go after the cool kids. We go after the all-American kid with a great attitude and a lot of friends.  A lot of people don’t belong (in our clothes), and they can’t belong”.  Abercrombie and Fitch employs the ideology that anyone above a size 10 is branded as fat and often seen as marginalised from the rest of society.  But the reality is that Abercrombie’s view of beauty is false.  The Average size of women in the UK is in fact size 12, and in America it’s size 14.  Mike Jefferies also comments “I don’t want our core customers to see people who aren’t as hot as them wearing our clothing”.  No wonder teenagers in todays society are so insecure and lack self esteem.  Many celebrities are against this theory with Miley Cyrus promising to burn all her A&F clothing because; “they are stinking up the place”.  Although the article associated with Jefferies was published seven years ago, and he since has apologised, it’s clear that Abercrombie’s principles are still yet to change.  But are other retail stores guilty of having the same derogatory values of thinness.  We’ve all heard the rumors with Hollister and Jack Wills employing only thin beautiful people.  Maybe it’s not just one brand associated with sizeism, maybe subconsciously we might all be slightly guilty of judgement.  I mean would you want ‘ugly’, ‘fat’ people wearing your clothes?


It’s not only stores that has this ideology that thin is best! Many social media platforms promote the motto thin is best by posting photo’s and slogans known as thinspiration to motivate women to lose weight.  Instead many teenagers are being exposed to extreme dieting and in most cases anorexia or bulimia.  Catwalks too are home to the worlds thinnest, most beautiful women.  So in todays society is being thin and beautiful really everything?

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