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