American Eagle and their The Share your Spark Experience campaign are shaking the media.
"Even if you don't see yourself in the media, it doesn't mean you don't have a spark of your own", said Shivani Persad, an #AerieReal girl. Designers, models, bloggers and social media fans all gathered to confirm body shaming is NOT tolerable. Even thought half of the girls have never been in a photo shoot, they all showed themselves and let their own spark shine. "The most important thing is not letting others define who you are", said Iskra Lawrence. According to Refinery 29, "The lingerie brand's sales in 2015 were up 20%; in Q4 of last year, they rose 26% and the label's body-positive campaign played a major role in that success."
Aerie first introduced its Photoshop-free campaign in 2014. In addition to being polemical, its parent company saw the rewards and potential in this initiative since their sales in lingerie went up 9% in Q2 of that year. Third and fourth quarter sales were also successful, as Business Insider reported.
From 2014, the campaign has evolved beyond a seasonal set of photographs enhancing Photoshop-free bodies. It introduced a new fit guide where shoppers can see how a given bra style on models with with various body type. The brand also tapped Emma Roberts to front its campaign and invited customers to share their #AerieReal stories. It named Iskra Lawrence its official #AerieReal Role Model and started working with the National Eating Disorder Association, for which Lawrence is an ambassador. The scope of the campaign has also expanded to swimmer Model Barbie Ferreira appears in the latest brand's ad for their bikini collection and its reach is larger than ever. The #AerieReal campaign reached 4 million media impressions in 2015, according to BuzzFeed. These campaigns are important steps in our war against body shaming but we haven't reached the peak yet. In order to do so, destroying the industry's stereotypes is crucial.
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