Jes Baker is internationally recognized for her writing on her blog, The Militant Baker. Baker recently took on Abercrombie & Fitch by changing their logo to “Attractive & Fat” in a mock, black-and-white Abercrombie ad to challenge the line’s branding efforts.
The online photo campaign comes as a provocative response to contentious comments Abercrombie CEO Mike Jeffries made in a 2006 Salon article about the multibillion-dollar brand’s target audience.
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” Jeffries said. “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.”
About The Program
Baker explores the historical evolution behind our current idyllic body type, the stigma surrounding mental illness, and what we can do individually to reframe the way we perceive ourselves and others. She encourages each person to explore the correlation between weight and health, and discusses the “Health At Every Size” movement. Come ready to challenge the notion that beauty is exclusive in this powerful, passionate and progressive presentation.”
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