Looking good but feeling bad? In “The Man Behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis gives an insight into Mike Jeffries' life and his views on his company only hiring "pretty" people and targeting "pretty" people to wear its clothes. This was done in order to force his audience to recognize that the issue of peer acceptance and exclusion from a community discussed by Mike Jeffries is the result of cultural perceptions and individual self-image. Denizet-Lewis cleverly shows that if Jeffries remarks that he doesn't want "not-so-popular" kids shopping in his stores, it poses a question to consumers wondering what change in our attitudes will occur or if it there will be any change at all. . The question then arises as to how today's consumers are evolving in their reasoning for purchasing clothing and in the motivating factors that encourage them to purchase certain clothing items. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is actually what people desire, although considered by many people to be unacceptable or inappropriate. The author also examines how in the news media the image has become more important than the message and how images have taken precedence over real issues and people. As a result, various communities formed through the concept of selling to "beautiful people" and how popular appeal became an extension of a person. As CEO of Abercrombie and Fitch, Mike Jeffries transformed the company into a billion-dollar multi-brand company by selling youth, sex and causal superiority, giving way to concept and the emergence of an “imagined community”. The definition...... middle of paper ...... stherDyson. First Monday, 1(1). doi:10.5210/fm.v1i1.466Cebrzynski, G. (March 13, 2000). Sex or sexy? The difference is that one sells and the other doesn't. [Electronic version]. Nation's Restaurant News, 34, 11, 14. Imagined Communities. (1992). Journal of International Affairs, 45(2), 639. Retrieved from http://ezproxy.lib.ryerson.ca/login?url=http://search.proquest.com/docview/220689061?accountid=13631 Lee, D. (1969). Society and adolescent self-image. Sociology, 3(2), 280-280.doi:10.1177/003803856900300250Pentecost, K. (2011). Imagined communities in cyberspace. Social Alternatives, 30(2) Imagined Communities. (1992). Journal of International Affairs, 45(2), 639. From Sarwer, DB, Grossbart, TA and Didie, ER (2003). Beauty and society. Seminars in Cutaneous Medicine and Surgery, 22(2), 79-92. doi:10.1053/sder.2003.50014