Aerie is being praised for its latest campaign featuring a diverse range of real and unretouched models, including those in wheelchairs, with crutches, insulin pumps, hearing aids, vitiligo, Down syndrome, fibromyalgia, cancer and more.
American Eagle’s lingerie and intimate apparel brand has long been an advocate for inclusive marketing and its newest advertisements are even more so.
"As a brand, Aerie has been a leader in empowering women and celebrating inclusivity and body positivity since our launch of #AerieREAL in 2014," Jennifer Foyle, Aerie Global Brand President, told Fashionista. "Our newest bra models are part of our brand's ongoing commitment to show real, authentic and unretouched women, who are at the core of everything that we do."
Called "Aerie Bras Make You Feel Real Good," the company found women for the campaign by holding an open casting over social media where thousands of women responded with videos about why they should be included, Fashionista reports.
“You may have seen some new faces at Aerie.com this week. They’re YOU!” Aerie tweeted on Wednesday. “You sent your videos, shared your stories & came together to create something real. More you. More love. More coming soon.”
The images have been well-received online, with people applauding the company for showcasing women who are normally underrepresented in fashion ads.
Another major fashion retailer, ASOS, was praised earlier this month for selling disability-friendly clothing with an ad featuring a model in a wheelchair.
While the company didn’t go to the same extent that Aerie did with inclusive advertising, it’s a step in the right direction.