For many years, companies have used copious amounts of photoshop to create a highly unrealistic standard for beauty. In early 2014, the lingerie company AERIE started an advertising campaign called #AERIEREAL to challenge these standards.
The #AERIEREAL campaign stops any type of retouching to be done on the models in the companies advertising. The absence of photo shop allows women looking at the ads to feel more comfortable in their bodies because they see others who are just like them. In addition to allowing women to feel comfortable in their bodies, #AERIEREAL relieves the feeling of pressure to be skinny.
Many companies such as Victoria’s Secret change the way their models look almost completely. The changes they make to the model's photographs include adjustments to clear the skin, add height, increase chest size, and decrease the waist area. There are also some companies who go as far as to put together different parts of women to create a someone who does not even exist. AERIE provides pictures of models for multiple different body types, so that women feel more comfortable knowing that there are others out there, including models, who quite similar to themselves.
This campaign begins to break many beauty ideals and standards that the media of America has created for its women. These advertisements embrace the imperfections of women that many companies try to conceal. AERIE has taken a large step in the direction of honest lingerie advertising.
You can click here to see an interview with Jenny Altman, Aerie’s style and fit expert.