Since 2014, Aerie, an American Eagle offshoot, has committed to not retouching their models and embracing body positivity and inclusiveness.
For their spring 2019 campaign, Aerie introduced the new #AerieREAL Role Models; Eight inspirational body-positive women, including actresses Busy Philipps, Samira Wiley, and Jameela Jamil, Paralympic medalist Brenna Huckaby, YouTuber Molly Burke, Olympic gymnast Aly Raisman, Iskra Lawrence, and poet and author Cleo Wade. Meet the women here.
Read below about more body positive brands that have committed to not retouching their campaigns.
ASOS models can be seen with stretch marks, tattoos, bruises and more. They quietly stopped retouching models in 2017 and have since stated on their website that they “do not artificially adjust photographs of models to change their appearance. When we retouch images, we do so to ensure the product in the image looks more like the real product, which usually involves aligning the colour more closely.”
ModCloth was the first retailer to sign the “Heroes Pledge For Advertisers,” in 2014 promising not to “change the shape, size, proportion, color and/or remove/enhance the physical features” of models in advertisements post-production. I can personally attest to this. I modeled for ModCloth during this time! I love that they hire “normal” women for their campaigns!