Lingerie brand Aerie are kicking off a new advertising campaign which will use models who haven’t been digitally enhanced.
Titled Aerie REAL, this campaign is aimed at young women, in the hope they’ll have a better sense of body confidence from the campaign. The company hopes to make normal women feel good about their bodies and is even asking women to use the #AerieREAL hashtag to share photos of themselves.
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And while Aerie’s models are gorgeous women without Photoshop, it probably sends a better message than the alternative…
This new idea seems to be having a positive effect and maybe some other advertising companies may start to do the same.
Do you think other lingerie companies should follow or is it better to have photoshopped models?
Aerie was set up in February 2006 as a sub-brand of American Eagle which targets the American 15- to 21-year-old female demographic segment. In addition to lingerie such as a wide variety of bras and other undergarments, the aerie line also sells dormwear, active apparel, loungewear, accessories and sleepwear.
What started as a sub-brand quickly became a standalone concept in its own right, featuring a complete fitness line, called aerie f.i.t. The aerie brand is sold in American Eagle Outfitters stores, on-line through the American Eagle Web site, and in stand-alone aerie retail stores.
The first stand-alone aerie store opened in August 2006 in Greenville, S.C.[11] and was followed by two more test stores later that year. As of December 2010, there are currently 147 stand-alone aerie stores in the United States and in Canada.