American Eagle Underwear Had An Increase In Sales. These Unretouched Pics Are Maybe A Clue Why

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About a year ago, clothing brand American Eagle‘s underwear line, Aerie, stopped retouching photos of their models. As their CEO Jennifer Foyle said in a statement in 2014, “There is no need to retouch beauty.” The results were beautiful.

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Yes, some of these models have what the mainstream already traditionally thinks of as “great” bodies. But for some reason, the usual practice is to airbrush and retouch even THAT.

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These photos show that there’s no such thing as a “perfect” body; ALL bodies have moments of #realness. And there’s nothing wrong with showing that. That’s what I love about them and what I love about this campaign.

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And to their credit, in case the model bodies don’t do it for you, the brand has also posted photos of non-model, everyday women using the hashtag #RealAerie to spotlight the glory that is the unretouched photo on all types of shapes and sizes.

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Via Upworthy

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