"The REAL You is Sexy"

As competition within a capitalist-consuming society increases, companies must find new ways to market their products in an appealing and productive manner. Dove, Aerie (a lingerie branch of American Eagle), and many other big companies have made a transition from utilizing models to sell their products to using "real" people. The AerieReal Campaign stresses, "The Real You is Sexy." claiming zero retouching and real-life models that more accurately represent what their consumers look like. 

This movement has also run alongside the fitness spree that floods our Instagram feeds--which promotes clean eating and healthy living--providing two competing outlooks for how young adults view their bodies.

Plastered at the top of their website, Aerie stresses no retouching and self-love.

On the surface, the AerieReal campaign appears positive--progressive, even. When young girls shop for clothes, they can do so without being bombarded with images of bombshell women that misrepresent what the general population looks like. This is not to say that women with conventionally beautiful bodies are invalid. While the bodies of Victoria's Secret models are as valid as any other bodies, they lack the diversity of the general population. Compared to Victoria's Secret, Aerie's campaign appears to be ideal. 

Comparatively, the AerieReal Campaign appears progressive next to Victoria's Secret advertising.
 

However, a closer look at the AerieReal Campaign shows problems. While Aerie advertises their clothing through models with some stretch marks, birth marks, or tattoos, their website (where their clothing is actually being sold) appears much different. On one hand, the campaign's kick-off to attain more well-rounded and diverse models seemed promising. However, it appears that Aerie is reverting back to its original look: conventionally beautiful models with little diversity. Women “who wear XL, women who are short, women who have short hair, women with face piercings, women who are very dark-skinned, women who have large scars, and women with disabilities (just to name a few) were not portrayed in the “Aerie Real” campaign despite the fact that there are very real women who can relate with these features or categories” (Umd.uloop.com).

Obviously, Aerie's goal at the end of the day is to sell their product. The United States is a market economy, where companies produce for consumption and marketing. According to Adam Smith's ideology, people are compelled to exchange goods with each other to produce more wealth. With this, producers can be innovative. Aerie and American Eagle's company launched this campaign because they could afford to be innovative in the prospects of making more money. 

It is important to note the collaboration and collision of economic and social factors. However Aerie tweaks its campaign, its first priority is to make a profit, while promoting inclusion and diversity falls after that. 

Sources:

http://www.uloop.com/news/view.php/113970/Aeries-quotNo-Photoshopquot-Ads-Still-Dont-Cut-It-

http://www.examiner.com/article/aerie-embraces-reality-launches-ad-campaign-of-unretouched-models

http://www.thedailyquirk.com/2014/02/04/how-real-is-aeries-real-model-campaign/