Today’s post is about a campaign which has been launched by a lingerie brand called Aerie, a subsidary of American Eagle. This brand has presented a series of adverts featuring models who have not been Photoshoped and that is the main reason why this body-confidence campaign went viral in a short period of time.
It is similar to Dove’s “Campaign for Real Beauty”. Aerie wants to make women feel good about who they are and what they look like, inside and out. Aerie states : “NO MORE RETOUCHING OUR GIRLS AND NO MORE SUPERMODELS”.
The campaign has a huge impact because realistic women (not super models) participate in the video.They are trying to cut through the clutter and to shift women’s perceptions of what is acceptable. Today’s society has formed a specific image of how women should look like and this has affected their self-esteem. The majority of female population aim to fit in this criteria. Emma Bazilian, a staff writer at Adweek has commented, “The difference between the Aerie real campaign and, for instance, a Victoria’s Secret campaign, is that Victoria’s Secret … they completely airbrush out every single blemish or stretch mark.” Aerie line featured both unretouched photography and models with breast sizes representing its bra range in a feel-good attempt to show its target customers, aged 15 to 25, “what girls their age really look like,” according to company representative Jenny Altman.
Watch the video and find out more about it :
and also this one -> http://www.youtube.com/watch?v=jWKXit_3rpQ