In the midst of all the retouching chaos happening in the media currently, it might surprise you to know that the people who are properly getting the message aren’t the ones running a purportedly feminist website (*cough*) but instead, those running a lingerie line for young women — Aerie.
That’s right: The lingerie brand owned by American Eagle has launched a new ad campaign and it’s dubbing #Aeriereal. What does it mean? The brand has eschewed all airbrushing — even the most basic tweaks.
“We left everything. We left beauty marks, we left tattoos, what you see is really what you get with our campaign,” as told by Aerie’s style and fit expert Jenny Altman. “It’s a selling point because our customers represent this great demographic and they don’t really get to see what girls their age really look like.”
The results are gorgeous, and frankly, it’s great that a company with such a young demographic is making this kind of move.
Nice work, Aerie. I hope other brands follow suit. I love seeing this for the high school/college crowd, but I’d be ecstatic if this trend worked its way up to brands that serve older demographics as well.
Here’s another video showing behind the scene action.
Aerie’s previous campaigns have all been really close to Victoria’s Secret Pink line, that showcased models so Photoshopped, they looked like ”glowy superhumans’‘. Unquestionably, this was an initiative that pre-dates the Lena Dunham/Vogue/Jezebel kick-up, but the timing of its release couldn’t be more perfect.
What’s your take on Aerie’s Unretouched Campaign?
Tags: lingerie modeling, photoshop, unretouched
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