With the growing preference for granny panties plus all shades and strokes of feminism nowadays, the perfect body that brands like Victoria’s Secret have been peddling for years is now under scrutiny. Everyone knows it’s all just Photoshopped.
Enter Aerie.
The underwear arm of fast-fashion brand American Eagle is now gaining traction in the lingerie market. In fact, it’s close to beating out the famed Victoria’s Secret. Since last year, their advertisements and campaigns came with unretouched models.
Brand representative Jenny Altman told Good Morning America, “We left beauty marks, we left tattoos — what you see is really what you get with our campaign.”
Their search for realness grows with the popularity of their hashtag #aerieral where they encourage patrons to post unedited photos of themselves in Aerie underwear. The company also doesn’t heed to the impossible standards imposed on a usual lingerie model, often opting for women who don’t fit the 5’9″ bill and “ideal” measurements. Instead, these women are relatable to the market they cater to.
Aerie also designs more practical undergarments that adjust more to the market’s needs rather than creating products that impose a certain standard of sexy.
Hopefully, it won’t be long till more clothing brands follow suit. Given the positive outcome Aerie has received so far, those dreamy, but untouchable VS Angels just might have to hang up their wings soon.
Photo courtesy of Fast Company