Friday, April 11, 2008


I am, by no means, a prude. I think human form is beautiful. I paint it, I photograph it, I don't have any freaky-weird hang-ups about nudity, but I have a serious problem with this company. (No offense, friend who works for Abercrombie and Fitch and has launched this new sub-brand). The first glimpse we get at this new arm of Abercrombie and Fitch is a "promotional" video on their website which, by the way, you have to submit your age in order to view. The video is a montage of naked, anorexic-looking young women and buffed, tan men swimming, dancing, flirting and hanging up laundry in the great outdoors. My problem with this is that the target audience for A&F consumers is usually 18 and under (partially because of the style and partially because no one with an actual ass or thighs could wear their clothes otherwise)...the women featured in this video could not be older than 18, IF they were even that "old." What I want to know is WHY do we need to use sex to sell to girls that are 14? I mean, seriously, that is so ridiculously unimaginative and lame. 14 year old girls have neither the ability nor the maturity to understand these messages or make informed choices regarding what this brand is telling them. Do I think they should be banned? Absolutely NOT, but I don't think A&F supports or endorses healthy, substantive role-models for young women and uses ideas and images that send inappropriate and confusing messages to young women (and men). I just wonder who makes decisions to put these images and messages out there and why. It is not smart, it is not anything new, and it feeds a social beast that eats away at the self-esteem of so many women. Where is ANY sense of responsibility?

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