The teen-oriented retailer announced more inclusive hiring practices on Friday
Abercrombie & Fitch is officially backing away from its sexy strategy.
The teen-focused retailer announced Friday that it will no longer use shirtless models inside its stores and will stop hiring workers based on “body type or physical attractiveness,” according to the Washington Post.
The move is part of a larger effort to reduce the company’s sexualized imagery that at times has come under fire. The company, which includes both Abercrombie & Fitch and Hollister, said it will stop featuring “sexualized marketing” by July and give employees more freedom in what they wear to work.
According to Bloomberg Business, executives said they are abolishing its “Look Policy” for employees, which banned French-tip manicures and mustaches, among other things.
Store employees will no longer be called “models,” but rather “brand representatives,” reports the Post.
The move comes after former CEO Mike Jeffries stepped down in December after instituting controversial policies such as excluding clothing sizes larger than a 10 or an L.
In 2011, the company even offered to pay Mike “The Situation” Sorrentino to stop wearing its clothes.
However, the company – which is facing slumping sales – is trying to change its image since Jeffries’ departure.
As Fran Horowitz, a top Abercrombie executive, told Bloomberg, “We do have very strong, iconic brands, and our intent is to make sure that we keep the spirit of those things alive while modernizing what’s happening here.”