Four years ago Aerie launched its #AerieReal campaign. At the time of the launch, they promised to go Photoshop-free on campaign images. Since then the brand made a major commitment to the body positivity movement.
That commitment has led them to expand in-store the brand made a major commitment to the body positivity movement.
Customers can now walk into Aerie stores and feel confident while shopping for bras thanks to new initiatives like the “Don’t Change You. Change Your Bra!” training program.
This program is in collaboration with The National Eating Disorders Association (NEDA). The program teaches the importance of body confidence and aims to help to foster a judgment-free zone.
According to a 2018 Elle report, the lingerie and loungewear brand is also implementing new fitting room policies like the Best Fit Finder—a tool employees will use to help customers find their right bra measurement and fit—and Support In The Fitting room, allowing customers to write positive affirmations on sticky notes to leave in the fitting room for other people to read during their visit.
To celebrate this new experience, Aerie’s launched a new #AerieREAL campaign which features 57 women of various shapes, colors, disabilities, and sizes embracing their individual beauty. One model, Abby Sams, poses in her wheelchair; other models include Lexus Morgan, who has vitiligo, Wilma Lawerence, mother of fellow #AerieREAL model Iskra Lawerence, Gaylyn Henderson with her ostomy bag, and more, according to a 2018 Elle report.
Aerie is also launching its new Bras Make You Feel Real Good collection, designed in four different styles–The Real Happy, Real Sunnie, Real Me, and Real Power. All four styles come in soft, stretchy fabric, and come equipped with j-hooks and removable padding for comfort, according to a 2018 Elle report.
Aerie, stylized as aerie, is a lingerie retailer and intimate apparel sub-brand owned by American Eagle Outfitters, founded in 2006.