The world of genuinely unretouched photos in the fashion industry is a touchy one indeed. Even those who vow to use “real women” do a little tweaking here a there — smoothing over some wrinkles, tightening the arms just a bit, maybe even removing a few scars or tattoos. Aerie, the American Eagle lingerie line, has made the ultimate promise for their new collection — they will use real women and they will do no retouching.
The result is aerie Real, whose spring 2014 campaign is definitely refreshing. For once, the smiling models wearing spunky-colored bras and underwear don’t have perfectly flat stomachs, their arms aren’t perfectly toned, their bodies aren’t somehow magically allergic to cellulite, and they’re individuals with stories — scars, tattoos, and all.
Aerie’s consumer demographic makes this anti-Photoshop decision all the more important — 15- to 21-year-olds, an age group that is particularly susceptible to picking up on poor body image, can finally see what wearing lingerie really looks like. By “challenging the supermodel standards,” as the brand says, aerie shows these young women the reality of wearing their apparel, the end result of which is just as, if not more beautiful. Check out more from the new ad campaign below.
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Photos via HuffPost