Well Being

Abercrombie Ads Ban Washboard Abs, Because Obviously America’s Biggest Problem Is Objectifying Men

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Stock Photo Abercrombie Advertisement

If your 13-year-old self ever cut out a hot-looking male bod from an Abercrombie bag and displayed it in their room for all your friends to see, I’m ashamed to admit it, but you aren’t alone.

Sadly (for nostalgic purposes), though, Abercrombie ads featuring washboard abs and the super attractive men that ruin everything for the actual guys at your high school are going the way of Nokia phones, pedal pushers and disc mans: Gone, girl.

Chiseled male bodies and their six-pack abs will soon be banned from Abercrombie advertisements — with the exception of the labels of its signature cologne, Fierce (because fragrance just doesn’t back down). According to Bloomberg, the brand began “a great purge” last year, hoping to tone down its longstanding in-your-face ‘sex sells’ brand identity, hoping to win back teenagers after seeing a 77 percent decrease in profit.

Am I missing something? Since when is objectifying men the biggest issue in American fashion…or advertising for that matter? Is Abercrombie also going to ban their use of risqué female models, or are we all just going to decide that's okay as long as we get rid of those misleading abs? Toning down the objectification of males isn't going to solve the gender equality problem in America.

While vain, this decision might help the overpriced fashion conglomerate’s image, as the brand is currently involved in a Supreme Court case regarding its hiring policies. Allegedly, Abercrombie refused to hire a Muslim woman who wore a headscarf to her interview, and earlier last year, Abercrombie CEO Mike Jeffries stepped down after stating he only wanted “cool” and skinny people to wear his brand. Basically, he’s the Regina George of fashion, no?

The brand has ditched their ways of showing lots of toned, tanned skin, and started to clothe all of its models in actual shirts and buttoned pants. But even that probably isn’t helping teenagers win back their self esteem if all Abercrombie has to offer is clothing that is both overpriced and designed for stick figures.

Nevertheless, I’m excited to never see a stupid bag used as a poster ever again.

You can reach Erin Kelly on Twitter.

(Image via Arseniy Krasnevsky / Shutterstock.com)

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