Aerie ditched Photoshop and saw its sales soar.
How many times do we see models winking in a sexy outfit, proud of their size 38?
And how many times, then, do we decide not to try it on even that sexy outfit, because in comparison with them, we would look like beached whales?
Here: this is, roughly, the reasoning that the lingerie brand Aerie made two years ago.
"Presenting images of unreal women will certainly not increase our sales": a reasoning as simple as it is revolutionary.
Through the campaign "The real you is sexy" and the hashtag #AerieReal Aerie wanted to promote the beauty of all women. Even if they have a few extra pounds, even if they don't have that firm buttocks, even if they have stretch marks. self.
Jennifer Foyle, president of Aerie, said: "We had a meeting with the whole team and we wondered if the world of current advertising really reflects the Millennials and our generation. And we answered that the girls of today actually are. much more independent and stronger than ever ".
So why change them?
The women of Aerie are of all sizes, from the thinnest to the most curvy: none were spared by the realistic and non-distorting camera lens that showed the girls smiling and at ease.
Since 2014, the underwear brand has increased sales by 20%.
A round of applause, therefore, to Aerie, who has decided not to hide cellulite.
Because we all have cellulite.
Even the winking super models.
