Attractive & Fat

Practitioner: 

Date: 

May 19 2013

Location: 

Online

Jes Baker is cutting retailer Abercrombie & Fitch down to size. Baker, who blogs under the name "The Militant Baker" and wears a size 22, changed the brand's A&F logo to "Attractive & Fat" in a mock, black-and-white Abercrombie ad to challenge the line's branding efforts. The photos come as a provocative response to contentious comments Abercrombie CEO Mike Jeffries made in a 2006 Salon article about the multibillion-dollar brand's target audience.

"In every school there are the cool and popular kids, and then there are the not-so-cool kids," Jeffries said. "Candidly, we go after the cool kids. We go after the attractive 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. Are we exclusionary? Absolutely."

"I challenge the separation of attractive and fat, and I assert that they are compatible regardless of what you believe," Baker, 26, wrote in a public letter addressed to the CEO.

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