American Eagle is doing something pretty great in the newest campaign for their lingerie line, Aerie. Called 'Aerie Real', the campaign celebrates real beauty by forgoing any and all retouching.
In what is considered a groundbreaking campaign, the models are sporting Aerie's bras, panties and sleepwear, are wearing makeup, and a combination of lighting and the right poses are used to capture their beauty. But their thighs haven't been digitally reshaped, the folds in their stomachs are displayed proudly and their butts haven't been downsized. The campaign is simply doing things they way they should have always been done.
"The girl in this photo has not been retouched. The real you is sexy," each of the ads read.
The campaign also includes this short yet empowering letter: "We think it’s time for a change. We think it’s time to GET REAL and THINK REAL. We want every girl to feel good about who they are and what they look like, inside and out. This means NO MORE RETOUCHING OUR GIRLS AND NO MORE SUPERMODELS. Why? Because there is no reason to retouch beauty. WE think THE REAL YOU IS SEXY."
Aerie will also be making a few notable changes to their website. When shopping for a bra, instead of looking at the same model with the ideal bust size throughout, shoppers can see what the bras look like on real models in their own size, whether they are a 32AA or a 40DD.
As a lingerie line that targets teens, it's nice to see Aerie making such a bold change. It's about time girls start receiving some positive messages about the many shapes and forms of beauty.
