aerie neda tee

If you liked Aerie‘s new #AerieREAL campaign (and, let’s be honest, we know you did), then you’re going to love their newest venture. In support of the National Eating Disorders Association‘s (NEDA) 29th annual National Eating Disorders Awareness Week (NEDAwareness Week), Aerie has launched a new campaign: Strong, Beautiful, ME.

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The campaign, which will run in-stores and online from now through March 3, is the second partnership between Aerie and NEDA, and it’s all about embracing body positivity and accepting ourselves as we are. In a press release, interim CEO of NEDA Claire Mysko said,

“We are thrilled to have ongoing support from Aerie, and we thank the company for its socially responsible campaigns. Walking into stores that are promoting a healthy body image is a huge step for helping all women to develop high self-esteem. Body-negativity is so prevalent in our society, but Aerie is taking a stand and making an impressive impact.”

Aerie global brand president Jennifer Foyle added,

“We are excited to continue our partnership with NEDA for the second year in a row. Our work with NEDA continues to allow us to provide information and resources to our customers helping to reduce the stigma often associated with eating disorders, as well as reinforce our commitment to #AerieREAL and authentic body positivity.”

Through Strong, Beautiful, ME, customers can support NEDAwareness through the purchase of a limited edition t-shirt (available online only), with 100 percent of the proceeds donated to the organization. In addition, a gift-with-donation will be available at Aerie stores.

But that’s not all. Aerie has continued its commitment to sponsoring NEDAwareness walks and working with NEDA to offer consumers free mental health screenings to determine whether they or a loved one is at risk. The free and confidential screening service will help to determine if you or others are in need of professional help. As someone who’s seen more than one person in her life suffer and subsequently recover from eating disorders, I can personally vouch for just how invaluable these kinds of screenings are, and how important NEDAwareness Week is on a grand scale. You never know how people are suffering, and every bit of support can help.
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Aerie has already taken the pledge to remove retouching from its marketing materials, a move that’s incredibly important, albeit seemingly obvious, in an industry dictated by the idea that being thin is the ideal standard of beauty. Their continued support of an organization whose sole mission is bring public attention to body positivity in general and the critical needs of people with eating disorders goes to show just how far ahead of the curve Aerie is. We need more brands like this, who make it their mission to support all women inside and out. After all, mental health and inner beauty, as they saying goes, is just as important as outer beauty.

To learn more about NEDA and how to get involved, check out their website!

(Photo: Courtesy of Aerie)