Aerie is on a mission to get young women to love who they are, including acceptance of their bodies.
The intimates and loungewear brand, which is part of the American Eagle Outfitters umbrella, has a new Share Your Spark campaign to empower women. The campaign coincides with Aerie celebrating its 10th anniversary, as well as the more than two years since the brand began its #AerieReal movement about body positivity and self-love. The brand in 2014 stopped the use of Photoshop on its visuals in the intimates and swim space, and began its 100 percent commitment to using unretouched models.
The Share Your Spark campaign includes a video that brings together 40 Aerie girls from all walks of life, including Iskra Lawrence, who in February was named the brand’s Role Model. The British-born Lawrence is also a National Eating Disorder Association advocate. According to Jennifer Foyle, Aerie global brand president, the campaign for the first time includes Aerie designers, social media fans, artists and bloggers. Some participants are Aerie staffers from the brand’s corporate offices who share their stories. While they’ve been part of Instagram and social media conversations, this will be the first time they will be included on billboards, Foyle said. All participants will share the stage with Aerie models Lawrence, Barbie Ferreira, Fo Porter, Amber Tolliver, Annie McGinty, Diana Veras and Eli Almeida.
Foyle said the idea for Share Your Spark was to allow young girls to share their stories about body positivity and acts of kindness. “It’s really a social platform to get girls to be inspired to celebrate the real you,” Foyle said.
While each season showcases the new merchandise offerings from Aerie, this year the selection is specific to the brand’s best-selling Sunnie Collection. The line, which incorporates a new fabrication that has 360-degree stretch, is also “adding a new demi bra and bralettes, options that we’ve never done before,” Foyle said, adding that Sunnie Undies also now feature a fabrication comparable to the one used for the bra offerings.
Sunnie still offers its existing full coverage lightly lined and push-up styles from the Sunnie Real Soft T-shirt line. Sunnie price points are from $14.50 to $49.95.
As for the latest trend shift to demis and bralettes and away from push-ups, Foyle said, “Momentum has been building in the last few years towards lighter frames.…The younger girls today are more confident, and they are more comfortable in their own clothes and in who they are.”
Foyle also said Aerie has expanded its offerings to include a wider range of both larger and smaller sizes.