Aerie has taken a bold step in their Spring advertising campaign.
It is quite easy for young women to believe that models in advertisements are the ideal body image they must achieve. But Aerie, the sister brand of American Eagle that sells lingerie, grew tired of the deceitful Photoshop nature that has taken over the advertising world. These young women needed a more realistic standard when it came to body image, hence their revolutionized advertisement campaign for 2014 titled “Aerie Real.”
The women in each photo are left in their natural state; freckles, scars, tattoos and all. These women are placed in advertisements with only a touch of makeup, and each photo print states, “The girl in this photo has NOT been retouched.” Aerie’s advertisements for the Spring 2014 campaign will never be opened in Photoshop or any other photo-editing program.
Some argue, however, that the models in these advertisements still have a skinnier build, which defeats the purpose of advertising the natural image of women. Instead, Aerie is more concerned about how their body proportions are normal instead of super-natural, which means no more airbrushed thigh gaps and flawless skin.
With this new set of advertisements, Aerie hopes to be the start of a possible change in the advertising world. The brand wants to reach out to the demographic that struggles with body image, especially their main set of customers between the ages of 15 and 21.