Abercrombie & Fitch is ditching the beefcake ads they were known for and have launched a new campaign featuring plus-size and diverse models. The clothing company is now trying to rebrand itself and move toward body positivity and inclusivity, showing more realistic body types instead of the rock hard abs and glowing tans they used to highlight.

In the “Face Your Fierce” ads – a nod to their Fierce fragrance – Abercrombie uses plus-size models for the first time, along with 24 athletes, activists, models, and artists to represent the brand. Among the famous faces is American soccer player Megan Rapinoe, plus-size model Michael Robert McCauley, and Paralympic athlete Scout Bassett.

This campaign is a big change from what Abercrombie used to be. “We go after the cool kids,” their CEO at the time, Mike Jeffries, said in a 2006 interview. “A lot of people don’t belong in our clothes and they can’t belong.” And the company didn’t carry women’s XL or XXL sizes seven years ago, but now they offer more true-to-size options and launched a “Curve Love” line with more room in the hips and thighs, so they’re moving toward inclusivity.

Source: New York Post