The company began online in 2012, but has since opened a handful of stores. I feel like we are lingerie for everybody.” “There are different types of beauty and we need to sell to that. “We design a lot of different products, but we don’t want to be attached to some kind of sexy-only image,” said Romain Loit, chief operating officer of Adore Me. Shoppers browsing the New York-based intimates company’s web site can find models in lingerie and swimwear in sizes petite through plus. And while other retailers continue to shutter stores, Aerie has already revealed plans to open between 60 and 70 new stores in the coming year.Ī model on. In June, Robert Madore, chief financial officer and executive vice president of American Eagle Outfitters, predicted that Aerie would likely reach billion-dollar sales status within the next year or 18 months. That’s on top of a 27 percent surge the same time last year. It’s this passion that has created momentum for other brands to support the mission of representing real people and promoting self-love and empowerment.”Ĭomparable same-store sales at Aerie jumped 16 percent last quarter. “AerieReal was born through our dedication of bringing women into the spotlight. “The #AerieReal platform wasn’t built on following a trend,” Foyle continued. “We felt strongly that women simply didn’t need to be ‘edited.’ And that our customer should see themselves represented and feel celebrated for what makes them real and unique, rather than for their physical attributes.
“Five years ago, women were constantly being surrounded by unrealistic images of ‘ideal’ beauty, and the idea of a brand going unretouched and using real women in its campaigns was unheard-of within the fashion industry,” said Aerie global brand president Jennifer Foyle. (Platten has since dropped off, but continues to work with the company in other ways.) The diverse array of models has since grown to include actress Busy Philipps, activist and actress Jameela Jamil, actress Samira Wiley, gold medal para-snowboarder Brenna Huckaby, YouTuber Molly Burke and artist and poet Cleo Wade. In addition, it cast four Aerie Role Models to represent the brand: British model Iskra Lawrence, gymnast Aly Raisman, actress Yara Shahidi and singer Rachel Platten. In response, Aerie also skipped airbrushing in its advertisements. In 2014, the retailer started the #AerieReal campaign, encouraging women to upload photos of themselves in Aerie products, such as swimsuits and underwear, with the hashtag on social media - sans filters. That’s because it was one of the first to feature “real women” - and all their flaws - in its marketing materials.
CourtesyĪmerican Eagle Outfitters’ sister brand Aerie has become a fan favorite in the intimate apparel space. AerieĪmerican Eagle Outfitters’ intimates brand Aerie features models in all sizes, like model Iskra Lawrence, shown here. Here, a few innerwear brands that have long incorporated a diverse array of models. Victoria’s Secret’s change of heart may have been more of a survival tactic in an era of body positivity. Many of these have been listening to consumers all along, using models of different sizes and ethnic backgrounds. Both sales and profits have continued to dwindle since 2017 as a number of start-ups and smaller players move into the space. Meanwhile, Victoria’s Secret continues to struggle. (Razek stepped down from this post that same month, after nearly three decades with the company, which included casting the models for the annual fashion show.) In fact, the backlash was so severe that the company hired its first transgender model, Valentina Sampaio, in August. Last fall, Ed Razek, chief marketing officer of Victoria’s Secret’s parent company L Brands Inc., told Vogue magazine that no one had any interest in seeing plus-size or transgender models. Ali Tate Cutler is one of many models who will be featured in Victoria’s Secret’s Bluebella for Victoria’s Secret campaign.
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