AEO Inc. Donates $100,000 to Anti-Defamation League, Expanding No Place for Hate School-based Program in Allegheny County
On Tuesday, February 11, AEO Inc. announced its ongoing commitment to the Anti-Defamation League (ADL) with a $100,000 donation to expand the No Place for Hate program in schools across the Pittsburgh region and throughout Allegheny County.
AEO’s contribution will accelerate the future expansion of the school certification program, which teaches young people how to identify and respond to hate. The program is currently operating in 24 schools across Allegheny County, reaching nearly 17,000 students and 1,200 educators. It is the second $100,000 commitment from AEO in the past two years, enabling the anti-bias program to more than double its impact in the region following the Tree of Life tragedy in October 2018.
AEO’s purpose is to show the world that there’s REAL power in the optimism of youth. We are honored to partner with the ADL to support a program that empowers teens and young adults to celebrate inclusivity and acceptance. The average age of AEO’s 50,000 associates is 22, so it is important to us to support both our customers and our people.
AEO also has partnered with the ADL to teach associates how to be the change they want to see in the world through anti-bias training on our corporate campuses. This initiative is fueled by the work of AEO’s associate-driven Inclusion and Diversity Alliance.
We are passionate and aspire to make a difference. Together, we can all help to build a better world.
About No Place for Hate®
ADL’s No Place for Hate ® initiative is a school climate improvement program that provides K-12 grade schools with an organizing framework for combating bias, bullying and hatred, leading to long-term solutions for creating and maintaining a positive and equitable climate. Since 1999, No Place for Hate ® has helped promote anti-bias education in more than 1,600 public and private schools across the country.
No Place for Hate ® schools receive their designation in the following ways:
Building inclusive and safe communities in which respect and equity are the goals and where all students can thrive.
Empowering students, faculty, administration and family members to take a stand against bias and bullying by incorporating new and existing programs under one powerful message.
Sending a clear, unified message that all students have a place where they belong.
No Place for Hate has already made a substantial difference in Pittsburgh. Currently, 16,750 students are enrolled in greater Pittsburgh NPFH schools for the 2019-2020 school year, reaching nearly 5,000 more students than the previous school year. Thanks to American Eagle’s ongoing support, ADL will be able to reach as many as 30 schools in the 2020-2021 school year.
AEO Inc. Reaffirms Commitment to Sustainability
Joins RE100, Signs UN Fashion Industry Charter for Climate Action and Submits Science Based Targets for Approval
PITTSBURGH — (BUSINESS WIRE) — American Eagle Outfitters, Inc. (NYSE: AEO) today announced its ongoing commitment to sustainability, reaffirming the company’s goal to be carbon neutral by 2030. Guided by a corporate purpose that is rooted in the optimism of youth and a promise to help build a better world for all of its stakeholders, AEO is proud to share that it has:
Joined RE100, a global initiative run by The Climate Group in partnership with CDP that brings together industry-leading businesses committed to the use of renewable power;
Signed the UN Fashion Industry Charter for Climate Action to drive the fashion industry to net-zero emissions no later than 2050;
Developed Science Based Targets (greenhouse gas reduction goals aligned with climate science) and submitted these targets to the Science Based Targets Initiative (SBTi), an NGO consortium that validates company commitments.
“At AEO we believe in turning our commitment to sustainability into action for our customers, our associates and all of our stakeholders,” commented Jay Schottenstein, Executive Chairman and Chief Executive Officer. “By working together, as part of a global network to reduce carbon emissions, we will begin to build a sustainable future through innovation and collaboration.”
In 2019, AEO unveiled a comprehensive plan to be carbon neutral by 2030 with a commitment to water reduction, energy reduction and the use of more sustainable raw materials.
AEO’s Sustainability Goals:
Achieve carbon neutrality in all of AEO’s owned and operated facilities (offices, stores, distribution centers) and employee business travel by 2030.
Reduce carbon emissions 40% by 2030 and 60% by 2040 in AEO’s manufacturing from a 2018 base year.
Implement the following throughout the supply chain by 2023:
Ensure that 50% of water used in our laundries is recycled.
Reduce water usage in jeans production by 30%.
Ensure that wastewater from water-intensive facilities is free from hazardous chemicals.
All cotton used in products will be 100% sustainably sourced.
Use 50% sustainable polyester.
Ensure that 100% of viscose is from non-endangered forests and increase sourcing of sustainably produced viscose fibers.
AEO’s commitment to sustainability is ongoing and the company will continue to:
Work together as an industry leader to build partnerships in order to contribute to broad changes within garment manufacturing.
Reduce the use of plastic in stores, offices and throughout the supply chain, and shift to recycled plastic content where possible.
Strategically partner with industry initiatives and multi-stakeholder organizations to influence policy change.
Uphold a commitment to recycling and paper reduction in our owned facilities.
Encourage customers to reduce apparel waste through jeans recycling in American Eagle stores and bra recycling in Aerie stores.
Evolve American Eagle and Aerie product and drive innovation. For spring 2020, Aerie introduces its new REAL Good Swim™ collection created from more than 1.2M recycled plastic bottles in partnership with REPREVE. The debut collection features 10 styles in 35 color choices with UPF 50 sun protection. By summer 2020, the REAL Good Swim™ collection will account for 35% of the Aerie brand’s entire swim offerings.
AEO Inc. is a member of the Sustainable Apparel Coalition, Better Cotton Initiative and pledged to the CanopyStyle Initiative. For information and regular updates on AEO’s sustainability efforts, visit http://www.aeo-inc.com/sustainability.
Fast Company: Aerie’s new swimsuits are made from 1 million recycled plastic bottles
Brands throughout the fashion industry are striving to become more eco-friendly, from Everlane’s decision to cut new plastic from its supply chain to Allbirds’ quest to develop more sustainable sneaker materials.
Today, Aerie—AEO Inc.’s lingerie and lifestyle brand—announces its own commitment to sustainability with a new swimwear line called Real Good Swim. The 10-piece collection, priced between $19 and $54, is made from a fabric called Repreve, which is made from 82% rPET (more commonly known as recycled plastic bottles).
Other brands, including Reformation and Athleta, have recently shifted to using recycled plastic in their swimwear. AEO Inc.’s move toward more sustainable fabrics is significant given the scale of the company, which generates upwards of $4 billion in annual revenue. And since the brand targets young consumers, who are particularly concerned about sustainability, this line meets an important need in the market.“Our customers are asking for environmentally responsible products, and Aerie‘s goal is to deliver products that feel good to wear and to buy,” says Jen Foyle, Aerie’s global brand president.
Aerie is deploying its team of ambassadors, called Aerie Real Role Models, to help launch the new line. Manuela Baron, for instance, a 24-year-old influencer based in Florida, is among them. She has 29,000 Instagram followers and is focused on educating her peers about sustainability.
“What I love about this campaign is that it is all about helping customers navigate what sustainability means when it comes to fashion,” she says. She points out that the suits are designed to be durable, with chlorine-resistant elastane that will stay stretchy after continued used in the pool. “Part of what I tell people is not to buy more clothes unless they really need them,” Baron says. “And when you need something, buy something you really love and that makes you feel great.”
Foyle concurs that this swim line is designed to spark conversation about sustainability. “[This capsule] collection is about more than just creating environmentally responsible products,” she says. “It’s also about encouraging conversations around protecting our planet and embracing a lifestyle that reduces waste.”
This new line is part of a broader push by AEO Inc. to become more sustainable. Last year, the company announced that it planned to become carbon neutral by 2030, while also reducing its total carbon emissions by 40%. And over the next three years, it will recycle half of all water used in its laundries and cut the water consumption used in denim production by a third.
WWD: Aerie’s Jennifer Foyle Named LIM College Commencement Speaker
But this time, the intimate brand’s global brand president will be in front of the class.
Foyle will be the commencement keynote speaker at LIM College’s 81st annual graduation ceremony, which is set for Friday, May 8 at Lincoln Center’s David Geffen Hall in Manhattan.
Elizabeth Marcuse, LIM College president, said: “Ms. Foyle has instituted ground-breaking initiatives that have positively impacted the retail industry and empowered Aerie associates and customers. She embodies what we are preparing LIM students to do: create, build or operate businesses that are successful because they understand and connect with their customers.”
Also on hand will be Diane von Furstenberg, founder and chairperson of fashion house DVF, who will receive a doctorate of humane letters.
“As a designer and businesswoman, Diane von Furstenberg has built one of the world’s most highly visible luxury fashion brands and it has flourished for over 46 years,” Marcuse said. “Throughout her iconic career, she has used her resources, leadership and visibility to support women, New York City, the arts, the fashion industry and new immigrants to our country. We are pleased to be able to award her this doctorate in recognition of her generosity and philanthropy.”
Since then, the brand has become the second largest e-commerce intimates brand in the U.S., according to the NPD Group. It’s also on track to be a billion-dollar business and has prompted a string of copycat brands to adopt Aerie’s marketing strategy.
“We all are super paranoid every day and humble, because we do know that the competition is getting more and more fierce,” Foyle told WWD. “We have to keep on moving forward. We have to keep on thinking differently and trying new things.”
Marcuse agreed and said Foyle has “done more than virtually anyone else in retail” to change the status quo.
Foyle, who has a bachelor’s of science from Roanoke College in Virginia, will also receive a distinguished achievement award and doctor of commercial science degree from LIM College, a private university located in New York City that focuses on the business of fashion and its related industries.
“Both Jen Foyle and Diane von Furstenberg are true role models for our graduates,” Marcuse said. “They have devoted their careers to supporting, mentoring and advancing women in both the professional and personal spheres. I am confident they will motivate and inspire the next generation of fashion business leaders that make up the LIM College class of 2020.”
WWD: Aerie Welcomes New AerieReal Role Models With Festive, Instagram-friendly Dinner
Pink and purple flowers, mini Polaroid cameras, a makeshift step-and-repeat made from rainbow-colored envelopes and lots of positive affirmations filled The Blond, an upscale eatery in Manhattan’s Little Italy Thursday night.
Aerie’s “Changing the Course” dinner, a sit-down party for about 100 people, was celebrating the spring 2020 AerieReal role models. The campaign may focus on so-called “real women” modeling the intimates brand sans airbrushing. But the talk of the night was on things like positivity, gratitude and vision boards.
“This is like the most positive environment that you could ever be in,” Manuela Barón, one of the new role models, a visual artist who makes sustainable fashion from things like discarded magazines, told WWD. “Everyone is so nice and so uplifting.”
Nina Westervelt/WWD
All 13 role models — actress Lana Condor, Broadway performer Ali Stroker, scientist Keiana Cavé, model and actress Hari Nef, DJ Tiff McFierce, actress Beanie Feldstein, entrepreneur Dre Thomas and Barón, in addition to returning role models, British model Iskra Lawrence, Olympic gymnast Aly Raisman, snowboarder Brenna Huckaby, YouTube star Molly Burke and business coach Jenna Kutcher — were there, wearing some form of Aerie or American Eagle and matching gold-plated necklaces that read “role model.”
So was Jennifer Foyle, global brand president of Aerie; Stacey McCormick, senior vice president of Aerie marketing; and Andrea Jagaric, senior vice president of design at Aerie; along with friends like models Nina Agdal and Ubah Hassan, DJ Chelsea Leyland, TheCurvyCon cofounder CeCe Olisa and pastry chef Stephanie Nass, who supplied the rainbow-colored desserts.
The guest list — mostly women — sipped on specialty cocktails with names like “The Trailblazer,” “The Game-Changer” and “The Ground-Breaking” while sharing tips on how they stay positive, before sitting down for the three-course meal.
One mother said she puts Post-its with positive thoughts in her daughter’s lunch box every day. Condor said her father helps her stay strong.
“My dad, since as long as I can remember, has this quote,” Condor explained. “He used to say it to me when I lived with him. And now I’m on my own, so he texts it to me every day. He says, ‘Greatness is coming.’ And I’m like, ‘Hell yeah, it is.’ I believe in the power of optimism and positivity for sure.”
The “Role Models” exemplified a certain Instagram-friendly vision of diversity that lingerie brands have rushed to embrace as of late. The roster — a disability rights activist, trans model and women in STEM, for instance — marks another example of a women-focused brand rejecting the rigid aesthetic norms of the Nineties and Aughts. Each element of last night’s sparkling scene seemed curated to that effect: from the bubblegum backdrops, flashy Aerie photo set, immaculate crystal place settings, to even this new batch of beaming celebrity spokespeople.
Cheery testimonials about overcoming adversity through the sheer force of positivity struck a festive tone, prescribing feel-good remedies to structural hurdles of class, race and ableism.
In fact, many women expressed gratitude for simply being included in the campaign, such as Feldstein.
Nina Westervelt/WWD
“I’ve really been enjoying getting to know everyone more personally, in addition to admiring them from afar, like Aly Raisman, who I just love,” said Feldstein, who was donning Aerie overalls. “And I love seeing stretch marks and cellulite and scars, and all these things that make you feel human in the world.
“When I’m acting, I’m always trying to portray authenticity and reality,” Feldstein continued. “And to kind of be as real to human behavior as you possibly can. It’s really nice to have — in this type of setting — to have all that real human beauty on display.”
Cavé, a scientist who is currently in the process of developing a non-hormonal birth control pill, said she was excited to see “a total nerd” like herself represented in the fashion industry.
“I am so excited that I am no longer being put into a box,” Cavé said. “As a scientist, people sort of stereotype me, that I can’t be into fashion, that I can’t really care about the way I look. But that couldn’t be further from the truth. I’m really amazed with what Aerie does. They’re changing the game.”
“We’ve been at this for a long time,” Foyle said. “I think about how Iskra has evolved. She was just so grateful for that relationship. I think that’s really an important thing.”
Holding back tears, Lawrence asked party-goers to write a future note to themselves that would be mailed back to them later in the year. “There’s a reason why you’re here tonight,” the model told the crowd. “We’re all grateful for you.”
Nearly six months pregnant, Lawrence was out on the dance floor after dinner, as McFierce DJ’d. “This is a room full of unstoppable, badass women,” she said.
Harper’s Bazaar: Beanie Feldstein Wants to Empower Women On and Off Camera
The Lady Bird and Booksmart star is one of the new faces of Aerie’s change-making initiative.
During an awards season criticized for focusing too much on white men’s stories and their male directors, a rising star like Beanie Feldstein gives us hope. Her two breakout roles—the ambitious feminist and valedictorian Molly Davidson in Olivia Wilde’s Booksmart, and the dependable best friend Julie Steffans in Greta Gerwig’s Lady Bird—have revolved around young women’s lives and friendships, and were written and directed by women.
For her newest, non-film-related endeavor, Feldstein has gravitated toward a project in a similar vein: being an #AerieREAL Role Model. In the role, she’ll represent the lingerie line known for being inclusive, size-positive, and un-Photoshopped as she appears in official imagery and promotes philanthropy, leadership, and advocacy projects in the spirit of the brand. Feldstein joins the likes of actress and singer Ali Stroker, gymnast Aly Raisman, and actress Lana Condor as the newest faces of the campaign. Launching today is also the #AerieREAL Change Initiative, in which $400,000 in grants will be awarded to 20 individuals working to make a change in their communities.
“Everything that I try to do when I choose projects is choosing stories that are centered around very complex, brilliant, smart, energetic, unapologetic women,” Feldstein tells BAZAAR.com of both the Aerie opportunity and her female-focused films. “And I think just celebrating voices and bringing more representation to the table of women that have not had the opportunity to share their voice or share their story is what I’m always focused on and always excited to be a part of.”
The 26-year-old’s upcoming projects prove that her commitment to telling women’s stories is real. This spring, her festival flick, How to Build a Girl, is set to release in the United States. Based on Caitlin Moran’s novel (and life), the story revolves around a working-class girl finding her way through the music industry. She’s also set to star as Monica Lewinksy in Ryan Murphy’s retelling of the Clinton scandal in the forthcoming series American Crime Story: Impeachment.
Here, Feldstein talks to BAZAAR.com about the importance of her Aerie campaign and portraying young women on-screen.
How did the opportunity arise for you, and what did you like so much about it that you wanted to join in?
It’s so funny, because I feel like I took notice of the campaign, maybe, two years ago, and I was really like, that’s such a beautiful group of women. I live in New York and they have a huge [billboard] in SoHo, at their store and it’s American Eagle, so they always have big advertising, and it always caught my eye. And then I learned that they didn’t retouch, and I was like, “That is so dope and so important,” and then I magically got this email inbox a couple months ago, and I was like, “That feels like such a great fit between what I am and what I love to do and what I want to put out into the world, and a brand that has already been doing that for a long time.”
So I was just really elated, and I’m such a huge fan of all the other girls, when I found out everyone that was included, I was astonished, and it was just a very easy yes on my end.
Andrew Budda / Aerie
I wanted to congratulate you, belatedly, for your Golden Globes nomination, and I’m sorry that you didn’t get it.
Oh, I was rooting for Awkwafina too.
How did it feel to get that kind of recognition for Booksmart?
It’s kind of beyond my wildest dreams. I really do feel like that nomination is really in a lineage of leading actresses in a comedy or musical that I think back to Emma Stone in Easy A or a Hailee Steinfeld in Edge of Seventeen, and I think the Globes always carves out a really beautiful spot to celebrate a movie like Booksmart. And I just felt really honored to be in that lineage, and to be nominated in that category with those extraordinary legends was really [cool].
Did Molly from Booksmart reflect your high school experience in any way?
I loved Molly Davidson. I think she kind of is the ultimate representation of the girl that loves to do her homework and is incredibly dedicated to her studies and how funny and energetic and silly and loving those girls can be, so I wasn’t necessarily that girl in high school, I was more of, like, Noah Galvin’s character, George, the theater kid, but I love that character. And I had so many young women come up to me, and young girls say, “I’m that girl and thank you for celebrating homework and friendship!” and I was like, “You’re so welcome!”
It’s really special to be a part of projects that really speak to young women, and I think that’s why I was excited about Aerie, is that it’s such a champion of women of any age, but it also just really celebrates a woman for who she is and that’s kind of all I want to do, always.
One thing I really liked, both with your performance in Booksmart and in Lady Bird, was the portrayal of very real and relatable young, female friendships. It was very refreshing and made me feel seen. What did it mean to you to be able to bring that kind of story to life in both of those movies?
I think my friendships have always been my North Star and guided me through life in a very special way, particularly my female best friends when I was younger and still now. And like you said, I felt very seen, reading it, and then to be part of something like that so early in my working life, it really set the bar very high. And so I try to find, now, projects that inspire me as much as that script did, and I waited for something that really clicked and Booksmart just felt like the perfect pairing to that film.
And Olivia [Wilde] is so brilliant and Katelyn [Devers] is so brilliant. After working in films and in television with these extraordinary women, if I was going to be a part of a campaign of sorts, I wanted to do something very similar in that sector. I walked on the set for Aerie and I was like, “Ali Raisman! And Ali Stroker! And all these women that I just love and am such huge fans of.” So it felt very special and it was definitely the most inclusive group of women I’ve ever kind of stood with, and that was a really, really, beautiful experience.
How did you feel seeing women directors get pushed out of the Oscar nominations this year?
There’s so much amazing talent to choose from that it was definitely heartbreaking to not see any women in there. There’s so many amazing films directed by women this year, and it’s very sad that they didn’t get the recognition that they deserved.
What’s really lucky and uplifting about you is that you’ve worked with a lot of female directors or screenwriters so far.
Lady Bird was so perfect. You want it to live up, and I was so lucky to have such a kind of perfect, magical experience so early in my working life that I really want to emulate. So to get to work with young, inspiring women like Greta and Olivia, it’s irresistible, and it’s also very important to celebrate women’s voices. And I think that’s what we’re trying to do with this campaign, but also what I’m trying to do in my working life, just give women the kind of space and spotlight that they deserve.
This interview has been edited and condensed for clarity.
#AerieREAL Role Models Featured on TODAY
This morning #AerieREAL Role Models Olympic gold medalist Aly Raisman, Tony-winning actress Ali Stroker, and actress Beanie Feldstein sit down with Maria Shriver and Sheinelle Jones on the 3rd hour of TODAY. Click HERE to watch the clip!
Aly Raisman also joined Hoda and Jenna for the 10 AM hour speaking about her work with Aerie, what inspires her and how she takes time to make herself happy. Aly also received a special surprise — watch the segment HERE!
Aerie Introduces Eight New #AerieREAL Role Models To Inspire You To Make 2020 The Year Of Change
Aerie launches initiative to award $400,000 to 20 real-life changemakers who are making a difference in their communities
#AerieREAL Role Models spread the brand’s mission to love your real self—inside and out. They empower and inspire the Aerie community to be the change they want to see in the world through leadership, advocacy, workshops and philanthropic partnerships. As one of the fastest growing brands in the apparel industry, Aerie is equally committed to creating exceptional merchandise collections for its customers while positively influencing the way women see themselves and treat others.
Through the #AerieREAL Change Initiative that launches today, Aerie and the Role Models are taking action and changing the game. It’s time to get up, get out and get involved. Aerie will award 20 real-life changemakers with $20,000 to help them on their journey in making the world a better place.
“Six years ago, Aerie took the game-changing leap to stop airbrushing its models—which ignited a body positivity movement that has empowered women around the world to let their real selves shine,” commented Jennifer Foyle, Aerie Global Brand President. “We believe everyone has the power to be a changemaker. Together with our incredible Role Models, we cannot wait to award $400,000 to 20 fierce and inspiring members of the #AerieREAL community.”
About the #AerieREAL Role Models:
Ali Stroker believes in turning limitations into opportunities.
Aly Raisman encourages others to speak their truth.
Beanie Feldstein inspires others to tell inclusive stories that help to shift and expand society’s norms.
Brenna Huckaby challenges others to do the impossible.
Dre Thomas inspires girls to challenge the status quo and impact the world.
Hari Nef encourages others to question and oppose the status quo – with empathy!
Iskra continues to revolutionize the conversation around body confidence.
Jenna Kutcher fuels female entrepreneurship.
Keiana Cavé advances technology to improve women’s health.
Lana Condor helps provide education to young women and advocates for the importance of representation in Hollywood.
Manuela Baron educates on sustainable practices to show the world how to live with less.
Molly Burke helps people see all the good.
Tiff McFierce curates spaces and demonstrates how to practice mindfulness through music, movement and meditation.
About the #AerieREAL Change Initiative
Beginning January 23, 2020 Aerie will launch an initiative to award $400,000 in grants to support 20 customers who are leading change in their own communities.
Winners will be announced in fall 2020 and will be featured alongside the 2020 #AerieREAL Role Models to share their personal stories and inspire the Aerie community. Each winner will receive $20,000 to support their platforms of change.
Big or small, REAL change is what you make it. Aerie and the #AerieREAL Role Models want to hear stories of triumph, adversity, hope and resilience. Customers can share how they are creating REAL change com/realchange.
Initiative rules and requirements can be found here for U.S. customers and here for customers in Canada.
About #AerieREAL™
Aerie is a pioneer within the body positivity and inclusivity movement. In 2014 the brand was among the first to stop retouching models and through #AerieREAL pledged to highlight real women in its campaigns.
In 2016, Aerie announced its first #AerieREAL Role Model, Iskra to champion body positivity and inclusivity.
In 2018, Aerie launched a revolutionary 360-degree bra shopping experience that creates a positive and supportive shopping environment to help women feel good about their real selves.
Aerie recognizes there is still work to be done and understands the importance of challenging the stereotypical standards of beauty, which helps give its customers a voice.
For more information, visit #AerieREAL Life (ARL) and follow along on social @aerie.
But this time a few new faces are donning the intimates brand. The list includes a scientist, a musician, an entrepreneur, a stage performer, two expectant moms and a handful of up-and-coming actresses.
“We don’t want to just represent models,” Jennifer Foyle, global brand president of Aerie told WWD. “First and foremost, the role models have to love our brand. We want spokeswomen and models who want to join us because they believe in what we represent and what we stand for, which is AerieReal.”
This year’s line-up of AerieReal role models include Keiana Cavé, left, and Manuela Baron.
The AerieReal spring 2020 lineup — 13 women in total, ranging in age from 21 to 32 — is comprised of actress Lana Condor, Broadway performer Ali Stroker, scientist Keiana Cavé, model and actress Hari Nef, DJ Tiff McFierce, actress Beanie Feldstein, entrepreneur Dre Thomas and visual artist Manuela Baron, in addition to returning role models, British model Iskra Lawrence, Olympic gymnast Aly Raisman, snowboarder Brenna Huckaby, YouTube star Molly Burke and business coach Jenna Kutcher.
“We always want to build the cast around what the community represents to us,” said Stacey McCormick, senior vice president of Aerie marketing. “Every day we’re seeing different women who are doing amazing things. So we select women who are inspiring us. The list of things that we can do with these women is incredible.”
Aerie, which is owned by American Eagle Outfitters, started in 2006. Eight years later, the brand launched the AerieReal campaign. At the time, Lawrence was the sole role model, posing in photos sans airbrushing. While diversity and inclusion may be the new norm, back then Aerie was one of the first innerwear brands to feature so-called “real women” modeling the products — complete with all their flaws, like stretch marks and cellulite.
AerieReal role models Iskra Lawrence and Brenna Huckaby are both expectant moms.
The brand’s popularity quickly skyrocketed. Last year, Aerie held the second largest market share in the U.S. intimates apparel category, behind only lingerie giant Victoria’s Secret, according to market research firm Euromonitor International. American Eagle Outfitters’ chief financial officer and executive vice president Robert Madore predicted Aerie would likely reach billion-dollar status sometime this year or next.
“Aerie plays with [diversity] in a way that is truly original and almost seemed dangerous when they started to do it,” Nef said. “There was no guarantee that selling something other than that idealized woman would sell. People didn’t want to see that [in 2014].”
But as the brand keeps growing, a number of other brands have mimicked Aerie’s marketing strategy, incorporating a diverse array of models. Not only that, what began as a grassroots effort, now has hundreds of women reaching out to be part of the campaign each year.
“Which is very flattering,” Foyle said. “It’s amazing how this brand has grown. It shows that this is more than just selling clothes. They want to be part of the community.”
Aly Raisman, center, is one of the returning AerieReal role models.
Like “X-Men” actress Lana Condor.
“I absolutely love Aerie,” Condor said. “Everything is so freakin’ comfortable. It’s just like wearing a hug.”
The AerieReal campaign also aligns with the Asian-American’s own personal mantra of promoting positivity.
“The world can sometimes be scary,” Condor said. “Sometimes in casting rooms, when it’s me and everyone else is blonde and blue-eyed, that never feels good. Because it kind of makes you feel like you’re filling a quota. So to have a campaign like this, that is so allowing you to be yourself, is really, really refreshing.”
Nef also wears the brand on the regular. (She was wearing an Aerie bra while chatting with WWD on the phone.)
“I kind of live in it,” Nef said. “It felt like a no-brainer when Aerie contacted me. When I learned more about its m.o. as a brand and its stance on transparency and truth in advertising, that only drew me in further.
“Something that Aerie doesn’t do with its partnership is assemble this tokenizing, go down the line, every minor group, let’s have them talk about that experience,” Nef continued. “It’s been this kind of cynical diversity, pandering, that I’ve encountered [with other brands] working in this industry.”
The spring 2020 list of AerieReal role models includes, from top left, clockwise, Beanie Feldstein, Lana Condor, Aly Raisman and Hari Nef.
As the campaign keeps evolving, so do shoppers’ interests. McCormick said they want to hear career advice and tips on sustainability, for instance.
“That’s what’s driving that customer retention and keeping them coming back,” she said. “They want to learn from us.”
The spring 2020 AerieReal campaign also includes the first AerieReal summit, scheduled for March 8, International Women’s Day, in New York City. The day-long event will include appearances by role models and workshops on various topics. It also kicks off the brand’s summit tour, which will travel to roughly six other cities. The exact dates and locations have yet to be determined, McCormick said.
In addition, Aerie is awarding 20 shoppers who are leading change in their community a $20,000 scholarship to continue their missions. The winners will be announced in the fall.
“We’re excited to see the evolution of the year and how the platform unfolds,” Foyle said. “The role models are changemakers for sure. And they’re amazing. They really are. It was fun to get to know them.”
