Source: http://fashionista.com/2014/01/aerie-launches-retouch-free-ad-campaign/
It’s not every day that a major clothing brand decides to stop using supermodels and photo retouching tools for their advertisements. Recently, however, this is what the popular clothing line Aerie is doing. Their line, which sells mostly lingerie, is an extension of the American Eagle clothing company. Aerie’s clothes are primarily geared toward girls in their mid-teens to early twenties. In the past, their ads have included models that look nearly perfect. Almost all of them possessed a similar body type – a thin frame with a flat stomach, and no blemishes to be found. While there is nothing wrong with this body type, it is often the only body type being represented in media and advertising. Naturally, this limited representation can be viewed as unrealistic amongst a vast demographic of women.
Personally, I am in favor of Aerie’s new campaign. The “#aerieReal” photos possess a more accurate reflection of women’s bodies, and have a better sense of authenticity. The use of airbrushing and photo manipulation in the fashion industry can transform an already beautiful model into someone entirely different. This, I believe, sets an impossible standard which many girls feel the need to meet.
Source: http://www.stephenschleicher.com/wp-content/uploads/2012/01/jessica-alba-photoshop1.jpg
Source: http://www.people.com/people/article/0,,20297322,00.html
Aerie, on the other hand, has chosen to keep the birthmarks, tattoos, and other qualities that make us all unique in their latest ads. While I hope that the brand can soon convey an even broader sense of body diversity, I think that they are on the right track toward girl empowerment and betterment of one’s self-esteem. Their philosophy is one that I wish to see continue for other businesses in the fashion world.
Here is what Aerie has to say to their customers:
You can also check out their new campaign video for yourself:
**Small Icon Image Source: http://www.post-gazette.com/business/2014/01/18/Embodying-variety-STOCKS-OF-LOCAL-INTEREST/stories/201401180045