"Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”
It sounds like a quote from Zoolander, but in all seriousness it is a quote from Abercrombie and Fitch CEO Michael Jeffries. And it has people talking. The loudest voice I have heard on the topic comes from those who are angry that he won't market to "fat chicks" as A&F refuses to carry anything over a size 10 in their women's department. Throwing it in America's face is rude, but it's capitalism at its finest and I'm not the only one who thinks so. 'A&F’s earnings have nonetheless increased for 52 straight quarters, excluding a one-time charge in 2004. “To me it’s the most amazing record that exists in U.S. retailing, period," says A.G. Edwards analyst Robert Buchanan.'
But don't stop reading just yet.
I don't and WON'T shop at A&F.
Here's why...
Where I grew up, individuals (or clones, rather) who wore A&F, in my opinion, were those individuals trying to buy style... and popularity. Stores like Abercrombie and Fitch kill individuality. It's a uniform for those wanting to be in with the "cool" group. It's boring. It's stereotyping. It's safe. (Did I mention crazy expensive?)
None of which I am.
Nor do I want my future children to be.
Also, crap like this-
...which is mild compared to many other advertisements they have out there. I don't think young boys should have to be exposed to these sexual time bombs on every wall or shopping bag in a store. (Don't even get me started on Victoria's not so Secret) Much less, I don't think young girls should be bombarded with the perception that this is not just okay, but this is normal.
The brand is also wayyy over sexualized. Which is fine is you're selling sexual things, I suppose, but they're selling Juniors clothes, people. This company is marketing and selling sex and idealistic beauty to kids- and these kids, and their enablers, are eating it up. Jefferies says, “That’s just so wrong!” “I think that what we represent sexually is healthy. It’s playful. It’s not dark. It’s not degrading! And it’s not gay, and it’s not straight, and it’s not black, and it’s not white. It’s not about any labels. That would be cynical, and we’re not cynical! It’s all depicting this wonderful camaraderie, friendship, and playfulness that exist in this generation and, candidly, does not exist in the older generation.”
Wait.
Could you repeat that last part for me again?
No labels? Depicting wonderful camaraderie?
But no fat chicks.
Anyway, back to my point.
As parents, why is this still allowed? What is the fear? Fear of not being loved by our children so we cave in and support a company that degrades women and over-stimulates our sons? Fear of our children not fitting in? Do we really want them to fit into this imaginary sex culture? I don't. I don't want my children to. I don't want your children to. I want this to end.
Let me share my mantra with you that is dearly close to my heart, "Own your life." As a nation, as a culture, let's get real. REALLY real. Stop photoshopping your eyes, your skin. You are beautiful. Work your assets. Stop pretending you're too busy to care about what's going on around you. Nothing is going to change until you open up your eyes and start owning who and what you are. Don't get me wrong, I'm not saying you should stop waxing that moustache, Aunt Betty. Do what makes you feel beautiful in your own skin.
What I'm trying to stress is that I think the majority of people in America are unhappy. I think a lot of that has to do with living lives founded on media-based presumption and not doing or discovering what makes oneself truly happy. If you don't do what makes you happy, how will you get to know yourself? Do you know yourself? Do you love yourself?
Example.
Fact 1: My skin isn't perfect. The only time in my life that it has been since puberty is when I was taking a prescription medicine to make it look that way. Fact 2: I haaate the feel of foundation, concealer and most powders on my face, and yet, I started wearing them at age 11 because I felt like my face was ugly. I was told that my face was ugly. Fact 3: The day of my wedding, I quit taking the prescription and now I only wear a powder-based make up on very, very special occasions. I'd rather show the world my un-perfect skin than to perpetuate a feeling inside myself that I'm not good enough and to compound that by spackling my face.
This makes me happy.
This set me free.
At the end of the day, SOMEONE is always going to be mad, or offended, or just. not. like. you.
It won't last. And it definitely won't change until our culture changes. What is the first image that pops into your head when I say, "The Ideal Woman," or better, "The Ideal Man?" I'm not asking about the image that shows up about a half second after your conscience kicks in. Change starts at home. Own your life. And if you can't own it, change it.
What is your Ideal You?
"Be the change you wish to see in the world."
-BrittLeah
