When we talk about body positivity, men often get left out of the conversation—and American Eagle’s lingerie brand, Aerie, ended up playing right into those stereotypes with their parody #AerieMan commercials. The company is now under fire for admitting the videos were an April Fools’ joke, according to Business Insider.
The fashion brand released a statement, saying that the spoof videos were just a preface to a real announcement—The company will stop retouching male models, just like it did for female models in 2014. “The announcement marks the brand’s pledge to forego retouching its male models in its underwear and swim images beginning Holiday 2016,” according to the company’s press release. “American Eagle Outfitters maximized the brand’s visibility in mid-March due to its history with April Fools hoaxes in order to raise awareness around body diversity.”
Saying the commercials were part of an April Fools’ stunt resulted in angry tweets and messages towards the company, accusing them of saying that body positivity for men is a joke. But the company, which donated $25,000 to the National Eating Disorders Association (which is also partnered with Aerie), tried to clarify that the commercials were meant as an “awareness-raising hoax” instead of a cruel prank, as reported by Refinery29.
While it’s good that the message of body positivity is being put out there for both men and women, let’s just hope next time it won’t be overshadowed by a controversy over mixed messages.