Aerie Lingerie will be challenging supermodel standards in its aerie Real marketing campaign.
The campaign for spring, photographed by John Urbano in real-life settings, features models of all figure types wearing bras, undies and apparel in unretouched photos. The tag line reads: “The girl in this photo has not been retouched. The real you is sexy. #aerieReal.”
Jennifer Foyle, aerie’s chief merchandising officer, said the company’s first-time effort of showing models who have not been Photoshopped is a benchmark in the evolution of the brand, which was created by American Eagle Outfitters Inc. in 2006.
“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,” said Foyle.
“For us, every girl is beautiful, and there’s no reason to retouch their beauty, even if scars and tattoos are representative of their beauty,” explained Dana Seguin, senior director of marketing for aerie. “The sweet spot is the 21-year-old, and the broader range [consumer base] is 15 to 35 years old.”
In keeping with the message behind the aerie Real campaign, the company is relaunching an innovative bra guide on aerie.com that allows shoppers to browse for bra sizes A through DD by viewing unretouched models with similar body types wearing their same bra size. The customer service experience will also feature a Real Girl Talk 24/7 hotline with experts available to answer product and fit questions.
In other developments, aerie has tapped Jenny Altman as the brand’s style and fit expert. Altman will share her expertise with shoppers, and will participate in store appearances and consumer fit sessions. She will also offer advice and tips via social media including Twitter and Google+ Hangouts.
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