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.
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]