aerie Lingerie Reveals Unretouched Campaign

Joanna Elizabeth


Published January 17, 2014

Aerie Gets Real – For spring 2014, aerie (American Eagle’s lingerie line) releases a campaign of models unretouched wearing their new collection of bras, underwear and bedroom apparel. With the slogan #aerieReal, it’s about showing real beauty in a time that image editing is all the rage. “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,” said Jennifer Foyle, aerie’s Chief Merchandising Officer. See a preview of the aerie campaign below, and tell us what you think about the unretouched photos.

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9 thoughts on “aerie Lingerie Reveals Unretouched Campaign”

      • Well, I really can’t see the reason people hate so much on supermodels and all this fad to put “real” models(male and female) on editorials and campaigns.
        When I see a fashion photography I want to see a good production, and by that I mean a outstanding team: photographer, makeup, hair, lighting, model and outstanding fashion.
        I don’t want to see average.
        How many of you know someone that looks like a supermodel, or someone who drives like Schumacher, plays like Jordan? We are talking about the best here, and in the same way we want to see the best fashion.
        If we follow the rule of representing “real people”, we would have to ditch Valentino, Chanel, Karl, McQueen because they don’t represent the average stylist.
        As long as the models are healthy it’s all good. I’m sorry, but photos like these make me think of it as a cheap, lazy prodution.

        • And no one is making you look at “average”. If they want to do this sort of campaign then that’s their decision not yours.
          It’s amazing people will find any reason, especially shallow ones to complain.

        • You obviously have not been paying attention on how media affects on its viewers, especially younger people.
          Not everyone can be a size two or have toned bodies. But those types of images are thrown at our face all the time, and of course photoshop can assist getting rid of any imperfections like wrinkles, stretch marks, etc.
          Those types of perfect bodies is what media thinks is sexy or desired. Setting up standards of how beauty is defined.
          Yes that’s not how the real world works but try telling that to a person who grew up watching that throughout their whole life.
          It leads to self-esteem issues, bullying, and more negative problems. As Marie said, no one is making you look at these type of ads.

  1. Lies. First photograph – the are of the bra has been retouched. Second picture looks like a head-transplant took place, also the inner thigh

    • You have quite an imagination. Why would they go to the trouble of giving her a head transplant and doing something (I don’t know what) to her inner thigh, but leave her side-boob/armpit wrinkly?

      I do like seeing all the natural texture on the skin, and I think the photography and lighting was done well, as well as the models looking natural and happy, and certainly not “average” but definitely real.

  2. It hasn’t been retouched BUT the models have had hair and makeup, are posed strategically and have flattering lighting to enhance themselves.

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