I’m sure you’ve all heard the news by now; A&F is going to start making and selling women’s sizes XL and XXL. Why is there such a buzz you ask? Well, in case you’ve been living under a rock, here’s a recap.
A couple of month’s ago, statements of A&F’s ceo that were made several years ago in an interview, re-emerged to the public. Here’s what he had to say:
“In every school there are the cool and popular kids, and then there are the not-so-cool kids. 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.”
Basically; we don’t make clothes in bigger sizes, cause big people are not cool and attractive.
Mike Jeffries of A&F – only wants to sell clothes to cool, thin, young, attractive people. ah, the irony.
For a while, the company has been losing money. A lot of money. And while it would be naive to think that it’s all due to the outrage over those fatshaming comments, there’s no doubt it didn’t exactly help either. And now, they’re expanding their sizes.
But is it too little, too late?
All they’re doing is adding sizes XL and XXL. Their current L is a size 10-12, so their biggest size will now be 14-16. Not exactly a groundbreaking adjustment. And a lot of bigger consumers will not forget the previous comments that easily.
On the other hand, at least it’s something. At least this proves that if consumers unite and speak up, both verbally and through their actions, that it can make a difference. And this step, however small, should be rewarded. So maybe it’s time that we forgive and forget, and show them that we appreciate what they’re doing. So by all means girls; if this is your style and this is your size, then go ahead and shop!
Because after all, let’s not forget that there are still hundreds of brands out there who are just as exclusionary as A&F. Just because they’re not stupid enough to make comments about it in public, doesn’t mean they don’t have the same vision. Let’s show these companies how important it is to be inclusionary and open up to bigger sizes. Diversity!