Contrary to a lot of industry standards, the brand is marketing itself as having no need to Photoshop their models for an ad campaign.
The company, in a shrewd viral marketing move, is imploring their customers to upload selfies with the hashtag, #AerieREAL.
Aerie is owned by the same company behind the popular brand, American Eagle.
Celebrities who’ve been implicated of being heavily airbrushed as of late include Kim Kardashian, Jennifer Lawrence, and Lena Dunham.
One of the Aerie’s key tenets in the marketing campaign is to “GET REAL” and “THINK REAL.”