Abercrombie and Fitch further incites negative social media attention with its new and improved “Look Policy.” Buzzfeed got a hold of the Look Policy, which assists managers when hiring new employees and guides current employees to adhere to certain appearance and wardrobe choices.

Below is a picture from the Look Policy giving employees easy to understand examples of what is “acceptable” and “unacceptable” hairdos.

Here are a few highlights-pun intended- from the Look Policy:

From the hair section:

– All hairstyles for men and women should appear neat, clean, natural, kempt and classic

-No associate is permitted to wear any extreme hair styles or hair color

From the appearance section:

-Makeup must look “natural” and match skin tone

– “Fingernails should not extend more than 1/4 inch beyond the tip of the finger. Although a natural nail is preferred, if polish is worn, it should be clear or natural in color.”

– “Jewelry must be simple and classic. If the first thing a customer notices on an associate is his or her jewelry, then it does not meet this requirement”

– Facial hair is unacceptable

 

According to the handbook, those who break the rules are subject to “appropriate disciplinary action,” which could include being asked to go home or fired. The release of this document is further adding to the negative flak Abercrombie and Fitch has been receiving as of late. Recently, an independent consultant was quoted saying the CEO doesn’t want larger people shopping at the stores. Celebrities such as Ellen DeGeneres, Sophia Bush, and Kirstie Alley spoke out against this, inciting a social media uproar. Furthermore, the company was sued in June by a Muslim woman who was wrongfully terminated for wearing a Hijab to work. NetBase, a social media intelligence company, stated that throughout the quarter there were 118,834 mentions of Abercrombie on networks including Twitter, Facebook, blogs, and news websites. It was stated that 79% of the mentions were “negative.” Such aggressive and extensive negative feedback is surely going to affect the company’s profit.