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Ads We Like: Aerie features women with health issues and disabilities in latest campaign

By Minda Smiley | Reporter



Creative Works article

July 13, 2018 | 3 min read

Aerie has released a campaign that is resonating with women across America, many of whom are lauding the lingerie brand for featuring models that look just like them.

The brand’s ‘Aerie Bras Make You Feel Real Good’ effort features un-retouched photos of models who live with various health issues and disabilities. One of the models is shown sporting a bra and underwear set along with her ostomy bag, while another is seen posing in her wheelchair. The campaign also includes photos of a breast cancer survivor, alopecia advocate and a woman who suffers from Type 1 diabetes.


Aerie's latest ads

The photos are part of the brand’s ‘Aerie Bras Make You Feel Real Good’ campaign, which the Pittsburgh-based brand says “shows a new cast of 57 women representing diverse backgrounds, ages and body shapes.”

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Aerie found its latest models via social media when it asked fans to share personal videos explaining why they wanted to be a part of the retailer’s next campaign. According to Aerie, nearly 2,000 women responded.

The lingerie brand has taken it upon itself to fight against unrealistic standards of beauty in recent years, an effort that began in earnest in 2014 when it vowed to stop using retouched models in its advertising.

"As a brand, Aerie has been a leader in empowering women and celebrating inclusivity and body positivity since our launch of #AerieREAL in 2014,” said Jennifer Foyle, Aerie global brand president, in a statement. “Our newest bra models are part of our brand's ongoing commitment to show real, authentic and unretouched women, who are at the core of everything that we do.”

Check out some of the photos below.

Aerie: Aerie Bras Make You Feel Real Good by In-house

By Aerie

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