Published On 20 Jan 2014
The Aerie spring 2014 campaign isn't the typical lingerie campaign. The main reason is that the American Eagle-owned label tried something very few labels and magazines dare to do: to make an ad campaign using only unretouched photos. Though there have been a lot of discussions lately about the need to promote more realistic beauty ideals and let go of the narrow definition of 'ideal body' and of typical practices like airbrushing, few brands have actually put these concepts into practice, which is why the brand's new initiative is all the more impressive, especially since the ads are absolutely gorgeous.
The concept behind Aerie's unretouched spring 2014 ad campaign is shockingly simple and was comprised by the brand in a simple slogan: “No more retouching our girls and no more supermodels. Why? Because there is no reason to retouch beauty.#AerieREAL”, followed by an equally self affirming statement: “the real you is sexy.”
The label's decision to show unretouched photos also has to do with catering to girls with different body shapes: “The purpose of ‘aerie Real’ is to communicate there is no need to retouch beauty, and to give young women of all shapes and sizes the chance to discover amazing styles that work best for them,” Jennifer Foyle, Aerie’s Chief Merchandising Officer stated.
Tags: Aerie 2014 campaign, Aerie campaign, 2014 lingerie collections, no photoshop lingerie ads, no photoshop campaigns
Read more: Aerie Reveals Unretouched Lingerie Ad Campaign