This wasn't very well thought out.
As a protest against the public comments of Abercrombie and Fitch CEO, someone got the bright idea to play dress up with homeless people. The notion is to embarrass Mike Jeffries by changing the brand: play dress up with homeless people by putting them in A&F skinny jeans and poor quality t-shrits.
It's a totally feel good protest, right? Donate to those who have less. Care for people shivering on the streets. Everyone can feel good. The big bad CEO is punished, homeless people have clothes, and we can all feel morally superior.
Let's be honest. This isn't what is really is going on in the video. We're using homeless people as a foil to bash, demean, and embarrass a company into better behavior. Were using the image of people many consider undesirable (homeless) in a brand's clothing to protest a company that feels certain types of women are undesirable (women over size 10).
How is this a good idea? How can this possibly be anything other than demeaning toward homeless people? The last line of the YouTube clip sums it up well:
Together, we can make Abercrombie and Fitch the world's number one brand of homeless apparel.
What does that even mean?
Homeless people. Those people who annoy you by asking for money. The ones you maybe step away from because you are afraid they might smell. The ones you probably walk past without even knowing. You know the sort--the ones that are invisible throw-away people to you.
Let's play dress up with them. Let's put the dirty disgusting homeless people in the "fancy" clothes from A&F so we can embarrass the shit out of Mike Jeffries. Let's make his brand synonymous with unwanted people--the dirty disgusting homeless people.
We'll bring down the value of the brand by displaying undesirable people in A&F branded clothing. That will teach them a lesson for being demeaning toward women who are above a certain clothing size.
No. This wasn't well thought out at all.
Homeless people aren't our playthings to play dress up with. They aren't an easily acquired prop to use for political gain. The campaign is neither cute or clever. It's a cruel abuse of people with very little power in this world.
The homeless people you walk by deserve a lot more than a quick game of dress up with you.