Abercrombie and Fitch ditches shirtless models

No more of this at Abercrombie and Fitch. Photo / Getty Images

Abercrombie and Fitch's iconic male models have been banned from going shirtless and flaunting their rock-hard abs in-store and at brand events after the controversial retailer insisted that it will no longer be relying on the sexualization of its employees to sell clothes.

Abercrombie and Fitch Co. announced on Friday that major changes will be taking place at both its Abercrombie and Fitch and Hollister stores, as a part of the retailer's attempt to change its image and bring back the young consumers who have moved on from the once-popular teen brand.

The company stated on Friday that it will have completely abandoned its sexualized marketing ploys by July - which means no more shirtless Hollister "lifeguards" or Abercrombie "models".

The retailer also plans to tone down the images that appear on in-store photos, gift cards and shopping bags.

Over the years, the company has received its fair share of criticism for using provocative marketing campaigns, which feature young, often naked, models, while under the reign of former CEO Mike Jeffries.

But while the store has always stood by its overtly-sexual campaign images, until now, it seems that they haven't actually been doing the company any good.

In recent years, teens have started spending their money at other fashion retailers such as H&M and Forever 21, leaving the brand with the declining sales and sharp criticisms that led to Mr Jeffries announcing his retirement in December.

In addition to the changes to it image, the brand has also vowed to stop calling its staffers models. The employees will now be known as "brand representatives" as the company channels its focus to customer service, which means associates will not longer be hired "based based on body type of physical attractiveness".

- Daily Mail