These unretouched photos show why Victoria's Secret's top competitor is thriving

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Sales Surging Since Company Stopped Photoshopping Models

American Eagle's lingerie brand, Aerie, is thriving.

Though the growth isn't as massive as last quarter's impressive 32%, comparable sales for the second quarter were still up by 24% for the brand, which is still far more impressive than many struggling retailers' recent results.

Parent company American Eagle saw comparable sales grow by 3%.

Since abandoning Photoshop in 2014 with its #AerieREAL campaign, the company has consistently seen sales soar, quarter after quarter.

Spokesmodel Iskra Lawrence has become something of an ambassador for body positivity.

The company's latest campaign, Share Your Spark, takes it a step further.

Take a look at the Share Your Spark campaign:

Aerie's unretouched photos
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Aerie's unretouched photos
Last day to buy 1 bra get 1 FREE! Shop now with the link in our bio.
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All Undies 10 for $35 all weekend! ALL means NEW Sunnie Undies, too! Shop now in stores & online.
"Together we will learn to love our real selves & change the world." Join @IamIskra & SHARE YOUR SPARK! If you could empower another girl, what would you tell her? What positive vibes can you send her way to make her feel good? Ignite empowerment & share your spark with #AerieREAL!
Ends tomorrow! Buy 1 bra get 1 FREE with the link in our bio.
But first, we are bras! Buy 1 bra get 1 FREE with the link in our bio.
"Never compare yourself, you are perfectly you." - Blogger & Photographer @MandyHolesh What advice do you have for other girls? Share your spark with #AerieREAL!
Extended today only! Buy 1 bra get 1 FREE with the link in our bio.
“My life changed when I decided to stop thinking I had to look and be a certain way, and decided to be unapologetically me.” Artist @TinyBlueLamb What advice do you have for other girls? Share your spark with #AerieREAL!
"Embrace everything about you." - Original #AerieREAL GIrl @AmberTolliver What advice do you have for other girls? Share your spark with #AerieREAL!
10 for $35 new Sunnie Undies & more. Ends tomorrow!
New Sunnie Collection! Real Soft® from your bra to your booty.

Rather than just showcasing unretouched models, the campaign showcases a variety of women in addition to models — like bloggers, designers, and more.

Though the campaign debuted after the second quarter closed, it cements the company's commitment to showing today's version of beauty to its female customers, which is a more realistic portrayal of women that some of its competitors have historically showcased.

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It helps that the brand believes it selling more than just apparel.

"Retail is a tough business today, there's no doubt. What we're doing today is really special because today [it's] not just about selling product, it really isn't. It's about driving something that the customer really believes in," Aerie's Global Brand President, Jennifer Foyle, said to Business Insider in an interview this summer.

And given the consistent growth, it's evident that this strategy is paying off.

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