Recently an American lingerie brand Aerie (owned by American Eagle Outfitters) launched a very unique campaign. The campaign featured models with various medical conditions from different backgrounds. From sitting in a wheel hair, to wearing an insulin pump, models using arm crutches. Some of the models are cancer survivors, Paralympics, Virgilio and down syndrome patients.
The images are scattered all across the brand’s website.
The story behind the casting of the models is also very interesting. The company reached out to their social media users asking to share videos of themselves explaining why they would want to be a part of the latest #AerieREAL campaign. Almost 2,000 women responded, out of which 57 women were selected for the shoot. The commoners-turned models had different backgrounds with various body types and conditions.
Aerie’s global brand president, Jennifer Fovle, said in a statement, “As a brand, Aerie has been a leader in empowering women and celebrating inclusivity and body positivity since our launch of #AerieREAL in 2014. Our newest bra models are part of our brand’s ongoing commitment to show real, authentic and unretouched women, who are at the core of everything that we do.”
Take a look at a picture of the campaign here:
Inclusivity in the world of fashion seems to be growing bigger with each passing day. While we recently witnessed British online fashion brand ASOS displaying clothing on plus-size models, Aerie has taken it a step further.