American Eagle Outfitters Inc. wants its customers to be confident and like themselves, whether it’s for body positivity or for self-expression.
For the last few years, whether it’s the women’s intimates brand Aerie or the core American Eagle brand, the company has made a bigger push in the inclusivity realm, telling its customers that it’s okay for them to be who they are, express their personality and feel good about themselves.
The company said Aerie will expand its #AerieReal Role Model family for spring 2019 to include: actress and author Busy Philipps; actress and activist Samira Wiley; actress and writer Jameela Jamil; gold medal para snowboarder Brenna Huckaby, and creator Molly Burke. They will join current role models Iskra Lawrence, Aly Raisman, Cleo Wade and Jenna Kutcher.
Since 2014, the brand has been at the forefront of empowering its customers in the body positivity movement. The movement also fosters an inclusive, empowering community for Aerie women by using real women in its campaigns. Iska Lawrence became the brand’s first role model in 2016.
The new campaign continues Aerie’s focus on using unretouched women so everyone can feel comfortable in their own bodies.
Separately, the company’s core American Eagle brand last week pledged to stop using models. It’s spring campaign via @AExME features a new marketing concept having 10 Gen-Z customers determine the creative positioning of the campaign through direction, styling and photography. For American Eagle, it’s also a way to encourage its customers to express, through the brand’s collection, who they are and how they live.
Chad Kessler, global brand president for American Eagle, said, “This spring, [American Eagle] is amplifying the voices of our customers by joining forces with a group of inspiring Gen-Zers to help encourage others to share their unique style through our spring collection and Ne(X)t Level Jeans.“
For the new #AExME Campaign Concept, all cast members were discovered through social media. The campaign showed the cast members in their own personal environments to showcase the ways the American Eagle community can define their individual style. The self-portrait shots were taken entirely with iPhones and disposable and medium format film cameras.
Last fall, the brand showcased its broad range of sizes in its jeans line for men and women through the digital guide #AEJeans Made for You, showing different body types and leg shapes of the jeans.