And it seems to be working. In the last quarter, Aerie's sales increased by 24%.
"Aerie Real" features models of all body-types, shapes and skin colors -- exposing beauty marks and tattoos.
The brand aimed at the 15 to 21-year-old demographic carries sizes XXS to XXL and bra sizes AA to DDD.
Aerie is the first retailer to sponsor the National Eating Disorder Association.
With all the studies showing the impact of the media on young women's sense of body confidence.
Many believe honest campaigns like Aerie's may help push fashion forward in the right direction.
Click through the gallery below to see photos of Aerie model, Iskra Lawrence:
Iskra Lawrence model
Iskra Lawrence model
✨💕made a new AskIskra vid on @therunwayriot 👆🏼link in my bio👆🏼 also it's not too late to post your unretouched photo with the #AerieReal for everyone who posts @Aerie will donate $1 (up to $30K) to @NEDAstaff 🙌a non-profit that supports those affected by eating disorders. 🙏🏼💙So help save lives from #EDs and join me👙 tag your friends who should get involved @hannahshetler @samanthasbolger 😚✨💕🦄🦄
✨ I've been at home in NY this week and managed to get to the gym 3 times I feel it, stronger, fitter, tighter. I am a US 12 and UK 14 for those of you who ask. But size doesn't matter. 💕 health comes in many shapes and sizes and is also your mental health. I hope that we can stop labelling people and putting such an emphasis on size when we are all so much more than that. And yes I'm in my undies but they're cute so idgaf😋✨🦄💕 #iskralawrence #everyBODYisbeautiful #builtNOTbought ✈️✈️✈️Just landed in ATL see you at the mall of Georgia @aerie store from 5-9pm🙌
💛good morning🚀 on my way to Kentucky😬 see you at 2-6pm at Matthews mall @aerie store🙌🦄 can't wait to meet all my #AerieReal girlies 😚✨💕 cus its #selfie Sunday and that ATL sunshine is beaut💛 no filter no FaceTune the real you is good enough
✨🐾 I'm taking over @people_style Instagram today! Follow them now to find out what I get upto today at the University of Central Florida with @aerie 😬💕✨ #iskralawrence #everyBODYisbeautiful wearing #aeriereal leggings n crop❤️
✨😝I'm sorry I couldn't help myself...This is for anyone who has ever been called FAT. Thanks for the inspirational words on a recent pic @zseanzbrown 👇🏼 "Fat cow. It's only cus every F****r on this planet is obese that that's the norm... Plus-size models? give me a F*****g breaking. Everyone needs to stop eating McDonald's, the NHS is f****d because of people like her eating too many bags of crisps." Opinions are like arseholes - everyone's got one🙌 thanks to the dream team for making this happen at work today 📸 by @ricktphoto
✨🏙 lil #ootd pic from yesterday after meetings in BK🙌🍕on Fridays I feature a real girls style and our fave @therunwayriot comments 👆🏼link in my bio👆🏼 this is a site created for you to celebrate all women and talk fashion beauty and self-care (body image, mental health & fitness) I want to here from you what you would like me to talk about or push for in the fashion industry and media✨💕 #iskralawrence #everyBODYisbeautiful
✨👙💕🐒 had to hit you w the slowmoooooo🐢 the wafting skills of @heathmassihair are the stuff of legends 🙌💁🏼🌟 get ready for my @lookmagazine cover dropping May 3rd😬😚✨💕 #iskralawrence #everyBODYisbeautiful wearing @primark styled by @chloefashed makeup @athena_skouvakis
✨💃🏼 had so much fun getting sweaty & dancing @kpdancebody thank you so much @selfmagazine @joycemarg for inviting me🙌😚✨💕 wearing all @aerie #iskralawrence #everyBODYisbeautiful
✨just wrapped day 3 w @aerie can't wait for you to see what we have in store😋😋😋 thanks to the whole team I seriously love you all❤️ makeup by my darling @cdaymakeup
the whole outfit is #AerieReal & kicks by @merceramsterdam 😚✨💕 #iskralawrence #everyBODYisbeautiful no filter or photoshop cus the REAL you is good enough 🌟
✨🐰 uploaded a new vid📽 to @therunwayriot talking about my fave clothing (crop tops obvs🙄) 😂🙈 and why I feel confident..not 💯 sure how to explain it lol so if you wanna check it out 👆🏼link in my bio👆🏼😋 #iskralawrence #flashbackfriday #everyBODYisbeautiful 🌟wearing some faves from @michaelmavenofficial & handmade kicks from @natalia_mazzitelli 🙏🏼
✨💕 I'm honoured to have written for @time @motto I would love it if you took the time to read my story and why I took a stand against the body shamers.🚫 link to my article in in my bio👆🏼👆🏼👆🏼 🙏🏼thank you so so much for all your support I hope this article can shine a light on what I do and hope to achieve with your help our voices can make a positive impact🌟✨💕 ILY all 😚🦄 #iskralawrence #everyBODYisbeautiful wearing @aerie and pic by @andrewbuda styling @erincrittling HM @pattybellmakeup