Aerie launches new campaign to donate $1 to the NEDA for every unretouched Instagram posted

Body positivity in retail and editorial seems to be on the upswing, and it's about time.

From plus-size models breaking boundaries in the fashion industry to more and more companies creating plus-sized lines, ad campaigns and overall more inclusive initiatives.

RELATED: Retailers like J. Crew are ignoring a $20 billion opportunity — and it's infuriating shoppers

One of the pioneers of this movement has been American Eagle's lingerie and intimates sub-brand, Aerie.

Promoting 'real' girls as swimsuit and lingerie models without photoshopping any of their features, Aerie has received praise and set an example for other brands to follow suit.

And perhaps there is no better platform than Instagram for millennial girls to see and interact with the company's body-positive models.

That's why Aerie's newest campaign is taking place directly on Instagram — and it requires and encourages fans of the brand to participate.

For every unretouched photo that users post to Instagram, tagged #AerieREAL, Aerie will donate $1 to the National Eating Disorders Association.

Aerie will donate up to $10,000.

Not only will the campaign flood our explore and personal feeds with confidence and beauty, but each post will directly correlate with a donation made to help treat those suffering from eating disorders.

'Gramming for a cause — We're into it!

RELATED: Aerie's unretouched photos

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Aerie's unretouched photos
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Aerie's unretouched photos
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