aerie real

Photography by John Urbano

In totally unexpected, totally exciting news, American Eagle‘s lingerie store, aerie, has just launched a new ad campaign full of unaltered photos. No airbrushing, no unnecessary editing, no bullshit.

According to Chief Merchandising Officer Jennifer Foyle,

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. We want to help empower young women to be confident in themselves and their bodies.

The company also announced that it plans to enhance its website with photos of different body types wearing different sizes, so that when a DD girl goes searching for a bra online, she’ll see a DD model wearing it. Okay! It’s kind of depressing that this is news, but I’m totally on board with the idea. It’s completely ridiculous when the same headless, standard sized model is used to sell every product a store has to offer.

One of the new aerie ads, which you can see here, includes a cute little letter to their shoppers:

We think it’s time for a change. We think it’s time to GET REAL and THINK REAL. We want every girl to feel good about who they are and what they look like, inside and out. This means NO MORE RETOUCHING OUR GIRLS AND NO MORE SUPERMODELS. Why? Because there is no reason to retouch beauty.WE think THE REAL YOU IS SEXY.

Of course, this would be even cooler if all the models surrounding the empowering copy weren’t thin, fit, conventionally beautiful, and white-passing– but, you know, choose your battles. I’m really impressed that such a large company is making an effort to stop selling toxic images to their young customers.

While the pessimistic part of my brain keeps saying yeah, but what happens three months from now when they go back on their promises and return to using ultra-airbrushed, ultra-fake photos?, I’m really hoping aerie proves me wrong. Please keep up the awesomeness! Please don’t let us down!

Via Market Watch / Photo: aerie