Lingerie Brand Aerie Releases ‘Real’, Unairbrushed Photos of Models

American Eagle’s lingerie store Aerie have taken a prominent stand in body acceptance with their Spring 2014 ad campaign called “Aerie Real”.

The ad campaign features unairbrushed models, hoping to challenge supermodel standards, making it a powerful move that most fashion brands and magazines rarely ever make.

But Aerie’s decision to showcase their gorgeous models in their unretouched glory is not just a marketing strategy. Considering that their brand is aimed at the 15-21 year old demographic, Aerie hopes to help young women to accept their bodies the way they are.

One of the models featured on the Aerie Real campaign, Amber Tolliver explains the importance of the campaign in an interview with Elle:

Our bodies, our flaws, our tattoos, our pimples, everything that is on our bodies is unretouched, and it’s beautiful. It’s so incredible to be a part of [this campaign] because young girls see these photos and they’re like “Oh, wait, this is what I look like” or “I can relate to that, and I can see myself in these clothes.

Tolliver said that shooting for the campaign also encouraged her to accept her flaws:

I’ve got stretch marks, I’ve got a stomach that’s muscular but it’s not flat. I call it my little bagel, it’s fine. We all have parts of our body that we wish were slightly different. It’s little minute things that really don’t matter at all, but we see it and magnify it. So [the campaign] brings me face to face with my own flaws and you see “Oh, that’s not as big of a deal as I thought it was.

Raw, unaltered images are so rare in the fashion world, and although it won’t necessarily change the industry, it’s still a good way to help mould a young woman’s sense of body confidence and acceptance. You go, Aerie!

More photos: 

[Sources 1,2]