In January clothing brand American Eagle has announced that models will not be airbrushed in its underwear and lingerie line Aerie. The strategy seems to answer the purpose: the company’s second-quarter earnings indicate that while sales overall decreased by 7%, Aerie’s sales rose by 9% compared to a 2% decrease in the same quarter last year.
Surely, there are other reasons for the rising in Aerie sales like the tactic of selling Aerie items along with other American Eagle clothing, rather than in their own separate stores. However, the brand’s decision to show women as they are is a very popular one. In January Aerie’s style and fit expert Jenny Altman told Good Morning America that they have left everything from beauty marks to tattoos. Moreover, it is a useful decision because on-line buyers who look at the clothes can see how they fit on someone closer to their body type.
American Eagle isn’t the only brand to quit airbrushing models. Debenhams, British department store, has announced that they would stop airbrushing swimwear models, and also added lingerie to that list.
In addition, Dove’s body care brand and their real beauty campaign was one of the first companies that accentuated how airbrushing models misrepresents reality. They presented women with various body types and a series of videos meant to change how women see the beauty and themselves and to increase the brand’s reputation and sales.