US lingerie brand Aerie is in the spotlight for all the right reasons, after using gorgeous, self-professed “curve model” Barbie Ferreira in its latest campaign.
Ferreira is one of four women to feature in Aerie’s #AerieREAL campaign, which claims to feature ‘real’ women, ‘real’ bodies and absolutely no Photoshopping, something that started when they took a pledge in 2014 to always use un-airbrushed photos of women wearing its products.
A campaign video features 19-year-old Ferreira, who has rustled up a cool 200,000+ Instagram following, imparting her body image wisdom while showing off her curves in a pink bikini.
“Not being retouched in the images is something that’s very important to me,” Ferreira says in the short video. “People knowing that that’s what I look like without anyone’s perception of what my body needs to look like.”
“I am unapologetically myself, no matter what anyone’s opinion is.”
Speaking to Refinery29, Aerie global brand president Jen Foyle said, “We cast Barbie because she’s got nothing to hide, she’s strong and beautiful — she embraces her real self, which is the spirit of the Aerie Real message.”
When people attacked her recent campaign, she took to Twitter to show her critics that they aren’t getting to her.
Have to remind myself that ppl r so cruel n wrong bout bodies bc they never see average bodies on their screens n it’s new to them
— barbie (@boredbarbara) January 24, 2016
In another Tweet, she told her followers that she’s a size 12 and is very healthy.
Speaking to i-D in November, Ferreira said the term “plus-size” was “inaccurate” and praised Instagram for providing a “raw, uncensored platform” for girls to model without limitations on their size or look.
Many people are responding positively to Aerie’s campaigns, and according to Business Insider, the #aerieREAL campaign has helped the retailer’s recent quarter sales jump 21 per cent.
Social media support has been flowing thick and fast since the campaign’s inception:
— Aloha Ke Akua (@KillahKurlz) January 24, 2016
@boredbarbara Thank you for not perpetuating the irresponsible and unattainable photo-shopped body types in most mags. You are beautiful!
— Velma Rocks (@velmarocks) January 25, 2016
A now banned ad for mobile game Gold and Goblins features a man readying to strike an unsuspecting woman over the head with a chair. The advert which appeared in the games ‘Hooked Inc: Fishing Games’ and ‘Quizzland’ has been accused of “trivializing and condoning” domestic violence. The Gold and Goblins ad began with a […]
Hamish Thomson, author of It’s Not Always Right to be Right, is a former regional president and global brand head for Mars Incorporated (UK, Australia, Chicago), a senior sales and marketing lead for Reebok International (England and the Netherlands) and an account exec in the London advertising scene. In this guest post, Thomson says you […]
In this guest post, Tim Dyroff (main photo), creative director at Resolution Design, talks what things should a prospective client consider when building relationships with their creative partners… Within the post-production industry you can be sure you will encounter the good, the bad, and the ugly with any given client. From feedback to briefing, issues […]
The Gerety Awards have announced an all-star jury lineup for 2022, including Australia’s own Tara Ford. The annual awards are the only creative prize to reward the best in advertising from the female vision. The jury for 2022 includes some of the most respected leaders from the advertising and marketing world. Representing Australia on the […]
GAY TIMES and Grey London have launched Amplifund campaign, ‘Incomplete Without the T’ at GAY TIMES Honours in response to increased transphobia and hate in the global media. This year has become the deadliest on record for trans people, with the community increasingly facing transphobia and hate from both the media and right-wing groups. Controversial […]
Local businesses communication and payments platform, Podium, and Council of Small Businesses Organisations of Australia (COSBOA) has today announced the winners of Australia’s Most Loved Local Businesses, which includes a specialised biking store and a stigma-busting dental practice. The campaign aimed to shine the spotlight on a handful of vibrant, dynamic and innovative Australian businesses following an […]
Spikes Asia talks with chief creative officer at Performance Art, Ian Mackenzie (main photo), about his Spike award winning campaign, ‘Publicly Traded’… When creativity is effective and effective work is creative, it has even greater power to positively impact people, brands and the world. Spikes Asia brings weekly insights from award winning creators of inspiring […]
UnLtd and Yahoo’s inaugural Ambassador for Good program has come to a close for 2021, with the call for applications being sent out for next year. From over 80 applicants, 16 individuals from across the industry were selected into the launch initiative to use their skills and networks for good. Over the past year, the […]