Jes Baker, who blogs under the name "The Militant Baker" and wears a size 22, changed the brand's A&F logo to "Attractive & Fat" in a mock, black-and-white Abercrombie ad to challenge the line's branding efforts.
The company doesn't carry above a size 10 or large for women.
The photos come as a provocative response to contentious comments Abercrombie CEO Mike Jeffries made in a 2006 Salon article. "In every school there are the cool and popular kids, and then there are the not-so-cool kids," Jeffries said. "Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong (in our clothes), and they can't belong. Are we exclusionary? Absolutely."
"I challenge the separation of attractive and fat, and I assert that they are compatible regardless of what you believe," Baker, 26, wrote in a public letter addressed to the CEO. Jeffries has since apologized in a statement: "While I believe this 7-year-old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense."