Far from the usual cries of praise for clothing retailer and body positive brand Aerie are the new calls to boycott the store after an April Fool’s “parody” turned sour.
On April 1 the brand launched a new campaign called #AerieMAN, which featured four diverse men with the tagline “the real you is sexy”.
People were thrilled that brands were finally making waves in calling for male body appreciation and respect, until it was unveiled that the campaign was just a “parody” of Aerie’s own #AerieReal campaign.
American Eagle Outfitters, Aerie’s parent company, issued a press release on Friday announcing that the hoax was launched to raise awareness about body diversity.
Why it had to be a ‘hoax’ has confused a few people, but mostly consumers are just angry.
I wish I stilled shopped at American Eagle Outfitters–so that I could boycott them. Everyone thought this was… https://t.co/clo90lZy8M
— Niala Terrell-Mason (@scififreak35) April 3, 2016
— Mortemer (@Mort3mer) April 4, 2016
@AEO the only joke here is shopping at your stores
— Ianterstellar Darko (@movienerd15) April 1, 2016
The company made a $25,000 donation to the National Eating Disorder Association, but it’s not helping to appease the outrage this stunt has caused.
— Fat Jedi Leia (@Artists_Ali) April 4, 2016
But despite all the brouhaha, the campaign was actually half decent, and one of the models Kelvin Davis says his participation in the campaign was completely legit.
“I want to set the record straight. I was 100 per cent real in that campaign. There is nothing fake about the men in that video!” Davis told Nylon.
“How they marketed it had nothing to do with us!”
Aerie is renowned for its celebration of the female body, and namely for using plus-sized model Barbie Ferreira in its #AerieReal campaigns.
Streem has announced the launch of the first social media intelligence platform designed specifically for communications teams. Streem Social is fully integrated with the company’s existing media monitoring platform, allowing users to track and measure Traditional and Social media in one environment. It is also available as a separate, dedicated tool. Clients will be able […]
Queerstories, the award-winning podcast celebrating the culture and creativity of the LGBTQI+ community, has joined the Acast Creator network. The podcast is part of a national storytelling project curated by Maeve Marsden, which also features a book and event series, and has become wildly popular over the past four years. It will now be hosted […]
After season one of ABC’s Love On The Spectrum (pictured above) was picked up for international release by Netflix, season two premiered last night on Aussie telly to 402,000 viewers. The show follows the romantic lives of Australian young people on the autism spectrum. Coming out on top overall was Seven News with 983,000 viewers, followed by Nine […]
In its first major brand campaign since Defence Force Recruiting returned to the agency, VMLY&R has created ‘Your life, plus Army Reserve’. The energetic campaign demonstrates that you don’t need to give up your lifestyle, your career, your day job or your studies to join the Army Reserve. Sweetshop director Joel Harmsworth was enlisted to […]
Treasury Wine Estates has taken the launch of its latest varietal, 19 Crimes Snoop Cali Red, to the streets with an interactive campaign in collaboration with renowned Californian icon, Snoop Dogg. The campaign was created by Cashmere Agency in the US with regional roll out of the campaign led by Mindshare and Wunderman Thompson. Revolution360 […]