If there's one thing we're totally passionate about here at Seventeen, it's embracing body peace! Which is why we're completely obsessed with aerie's latest ad campaign, which features models lounging around in adorable undies as per usual—but this time, with no retouching whatsoever. Oh, and spoiler alert: They all still look totally gorgeous.
-"We wanted to offer our customer something different, a real experience," says Seguin. "We listened to our customers, whether on social media, in the stores or in focus groups, and we've heard them talk about body image and how hard it is to find a bra. That really helped us come to this point in the brand."
One look at the new ads and it's clear the models are still models. But at least they're real people and not digital Frankenbeauties. "We're not altering the girls in any way," says Seguin. "Nothing is covered up--tattoos, stretch marks, scars, freckles--what you see is what you get. We're not altering their bodies in any way. The product fits them as shown and no alteration to them at all."
While the idea of unretouched photos makes common sense--none of this should be news--Seguin says the biggest challenge of the change has been unlearning institutional bad habits. "If anything it was more of a mindset change," she says. "As a company and an industry we're just used to retouching a scar or covering a tattoo, and that might've been the hardest part. Making sure nothing was touched. The girls are beautiful on their own. It sounds hysterical for anyone not working in the business but that might've been the toughest part."
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If the initial reaction--not to mention all the earned media--the brand has got from the ads is any indication, it hit a nerve that other marketers may be wise to tap themselves. "This represents the evolution of our brand so we'll continue to focus on it and talk to our customers in this way," says Seguin. "This is who we are now."
"I went into the [aerie] store today, and I was like agh!" one of the models, Amber Tolliver told Elle about the new campaign images. "I do like to see slight re-touchings on my flaws, sure, but the beauty of the Aerie campaign is that all of my flaws are out there." If even amazingly-stunning models are self-conscious about their so-called "flaws," it's definitely time for more totally-real campaigns like this one!
What do you think of aerie's new, all-natural ads? Please comments & share in section below!
I love the ads, even though we are already used to see super skinny models it is nice to see a more realistic ad about women. Because we are all different.
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