Aerie has launched its Spring 2014 campaign and guess what’s grabbing the spotlight?
I mean, besides the cheeky panties and push-up bras, that is.
Photos of unretouched models.
Sure, Aerie’s not the first to feature pictures of unretouched models (or, celebrities — remember when Yahoo! Celebrities compiled Celebrities Unmasked, a slideshow featuring celebrities like Lady Gaga, Kim Kardashian, Jessica Simpson, and Katy Perry), but, as Huffington Post writer Ellie Krupnick put it, it’s not so much that the models are unretouched as it is who’s seeing those unretouched photos:
[…] aerie’s decision to show its models in all their real, unretouched glory makes an even stronger statement because of who its customers are. The brand, founded in 2006, is aimed at the 15-21 year old demographic, meaning young women in high school and college. And it’s widely held — and proven by numerous studies and surveys — that young women’s sense of body confidence is so often influenced by the images of female beauty they see in media
So far, many Aerie customers — old and new alike — seem to be responding favorably to the campaign:
— hayley markowski (@HayleyMarkowski) February 12, 2014
— Katie Barth (@kbarf) February 12, 2014
I think the #AerieREAL campaign is absolutely amazing. That is the absolute best thing I've seen
— Shelby Zecca (@ShelbyZecca) February 12, 2014
Check out the unretouched models on Aerie’s website, as well as keep up with what others are saying about the new Aerie Spring 2014 campaign on Twitter using the hashtag #aerieReal.
In the meantime, what do YOU think of Aerie’s new unretouched campaign? Genuine way to reach out to a jaded, insecure customer base, or a trendy marketing method?
I’m going with the former; then again, I’m a biased Aerie fan 🙂