An Abercrombie model
Academics, parenting blogs, and activists have protested the media’s inappropriate and gross hypersexualization of girls. Nearly every TV commercial I watch or department store I visit reminds me of this — Target has a bra section for girls pre-teen girls, most of whom have yet to develop breasts, just to name one example. It’s a major problem in plain sight.
While it’s true that girls are probably sexualized in the media at a much higher rate than boys, a recent Buzzfeed article revealed how Abercrombie and Hollister are rejecting sexualization of all. In a statement made on April 24th, Abercrombie announced that they will remove all types of sexualization from their advertising and promotional events by July 2015 — including the hypersexualized, shirtless men they often use in their advertisements and promotions.
Male employees’ bodies are typically plastered all over Abercrombie and Hollister merchandise and packaging. Shirtless men are hired to attract attention at store openings. But these half-naked live mannequins will apparently no longer have a place in these stores and this decision moreover serves as a pertinent reminder that boys and men can be (but shouldn’t be) hypersexualized, too.
Based on their questionable history, however, Abercrombie’s new promise to endorse diversity and reduce the sexualization of their employees and clothing models should be received skeptically. For those unfamiliar with their practices, Abercrombie (the parent company of Hollister) is certainly not the ideal, inclusive organization. In 2006, their (male, white) CEO (who has since retired) announced that their clothes were for cool and skinny kids, and, more recently, the company refused to hire a woman because she wore a headscarf.
Furthermore, they have yet to fully live up to their promise of change. Their cologne advertisements will still feature shirtless models because, as Abercrombie states, this is “consistent with the fragrance industry.” So because sexualization is largely acceptable in the perfume industry it is okay to continue doing it? This is either bad logic, deception, or their announcement is just another marketing campaign in and of itself.
That Abercrombie and other companies find less sexualized advertising to be just as marketable as their previous objectifying practices is positive. But the idea that they’re making these changes just for the money is less than inspiring. It is imperative to remain wary of companies that make these broad statements of inclusivity and see if their products and hiring practices truly change.
While we may enjoy some of the clothes that companies like these produce, we can take a stand against clothing manufacturers and brands that use sexualization in their advertising by refusing to buy their products. In doing so, we can support companies that produce positive, fun, anti-gender normeds clothing such as Keira’s Kollection or Pigtail Pals and Ballcap Buddies.
Will Abercrombie redesign their traditionally skimpy clothes? Will they hire men (and women) of different body types or with less Americanized or Western appearances? Or will this change be superficial and involve the same stereotypically beautiful models simply wearing less-revealing clothes? Only time will tell but ultimately, it’s up to us to hold them accountable.