Abercrombie & Fitch abandon modelling policy

US clothing company, Abercrombie & Fitch is abandoning its trademark policy of using partially clad models.

The company sent out a memo to regional and district managers regarding store policy changes at its namesake and Hollister stores.

The moves include no longer hiring store associates based on body type or physical attractiveness and changing store associate titles from “model” to “brand representative.”

The brands’ presidents also said that by the end of July, there will no longer be “sexualized” images printed on shopping bags, gift cards or other marketing materials.

Both brands will also discontinue the use of shirtless models at store openings and events.

The teen retailer’s changes come as the presidents, Abercrombie’s Christos Angelides and Hollister’s Fran Horowitz, try to turn around the company’s image in the post-Mike Jeffries era.

The 70-year-old former CEO, whose two-decade tenure at the company’s helm ended in December, was often criticized for leading Abercrombie down a path that was not inclusive..

In 2013, consumers protested the label and targeted Jeffries in a Change.org petition, after comments he made in a 2006 interview were republished.