Abercrombie & Fitch CEO Mike Jeffries really kicked the proverbial hornet's nest.
By remarking, basically, that his clothing company caters only to "the cool kids" and he doesn't want any fat girls in his stores, he caused a major uproar.
Stars like Kirstie Alley and Ellen slammed A&F for sending such a message, and now a blogger named Jes (a.k.a. The Militant Baker) has upped the ante.
Recreating popular topless Abercrombie ads (and wearing their clothes) in a series of photos, the Size-22 Jess says A&F should stand for "Attractive & Fat."
She published the images - which should make Jeffries cringe - on her blog, with an open letter to the company lamenting its stance on "larger people."
Jeffries told Business Insider that A&F is "exclusionary," and for "cool and popular kids ... a lot of people don't belong [in our clothes] and they can't belong."
Jes writes that she hopes one day all ads, even A&F's, will feature plus-size females or "unconventional models" with "not short, not fat, professional models."
H&M's swimsuit model in this summer's catalog qualifies, but somehow we don't see A&F following suit - even if, as Jes notes, their clothes do fit her.
Take a long look, Mike! Check out more of Jes' photos below: