Aerie's Photoshop-free campaign uses real women as models

Aerie is proving that there's not only virtue in being body positive -- but profit too.

It is the underwear and lingerie line of American Eagle.

Its "Aerie Real" Photoshop-free body image campaign made waves in 2014 by refusing to use supermodels and retouch photos in an effort to encourage positive self-image.

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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's best Instagrams
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Iskra Lawrence's best Instagrams
✨💕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 @mandywinrow @nickigillonstylist
✨🏙 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
Thank you @lorealhair @lorealmakeup for the most magical evening celebrating @sagawards congratulations to all the winners🙌 Thanks to my stylist @scotlouie for the daring dress and putting it together last minute🙏 To my gorge glam team @brittanyspyksma @yasmeinmuahair And all the loreal girlies for being real ones with our mutual love for post red carpet burgers😂😘❤️ #lorealpartner #loreal #lorealhair
K maybe 1 more sneak peek😝 using that flexibility and balance boyyyyyyy Can’t wait to post this shoot w @brandonalmengo styled by @youthsmhr
💥WE’RE LIVE💥 You can signup worldwide to @everyBODYwithiskra 🌍 (link in my bio)👆 The first ever health, fitness and self-care program in the world to give you full access to the tools to help you feel happier and healthier. No more diet culture BS💩 No scales, measurements or equipment needed. Private 24hr Facebook community with the spark squad so you’re fully supported. And workouts that are fun and recipes to inspire you. No restriction or bullying, no guilt or judgement. I’ve been creating this program and content for over a year and I’d love your comments and feedback. I’ll be live on the program and checking in to see how you’re all doing from all over the world. So excited for you to join #everyBODYwithiskra and for us all to go on a self-love and well-being journey together❤️ Sign up and start today at and you’ll get full app access for free too and there’s even a 7 day free trial to see if its for you😘😘😘
Both of these images are of me. The left is about 10years ago. And the right just under a month ago. I remember being proud of how skinny I looked during this shoot. And how now people call me fat when I’m just happy to be alive and grateful for this body I call my home. I used to seek approval from the fashion industry and tried to be “perfect”. I thought if I looked like “her” (an unrealistic beauty ideal), I’d be happy, successful and loved. All I found was failure (because you can’t change who you are) emptiness (because my time and energy was being used up trying to achieve something completely self absorbed and shallow sacrificing doing things I loved) and unhappiness (because no restrictive diet or abusive exercise feels good) I share my experiences with you all because if you are feeling like I did there is another way and those recovering from EDs you’re not alone. The best thing I ever did was focus on looking after myself and being the best me I could be. Seeing value in who I was. The impact I could have in the world and people around me. Trying to give, instead of focusing on myself, my image and needing approval from others. And accepting that I am meant to be here just like you, and we were all created to be imperfectly perfect. I started Investing time into self-care, doing things that made me happy. Listening to my body and mind and nourishing them both, without guilt. That is 10years all squished into a lil insta caption but it did take time but it was soooo damn worth it. Because of what I went through My dream has always been to get self-care (mental, emotional and physical wellness) education into schools. And I’ve started that, but I also wanted to create something for adults that still needed a safe space that’s judgement free to go on a positive journey of self love and that’s why I created @everyBODYwithiskra I don’t have all the answers and I’m not ever trying to change anyone or tell people to do this and that etc. But I felt the need to create this as I wish I could have had this when I was struggling and if I’m able to use that to help even one person even better. If you’re triggered by this post please contact @neda ❤️
Night night NYC see you in the morning London ✈️✈️✈️ Bralette is @aerie #aerieReal 📸 @andrewbuda Styling @erincrittling Hair + Makeup @leahlondonhairmua
Bk in the city for 24hrs. Can we skip to spring pls😇 📸 throwback by @ashleyjophoto
7days and @everyBODYwithiskra will be here. Aiming to positively progress the way we view ourselves and redefine what happy and healthy means to you. Comment below what healthy means to you... #everyBODYwithiskra #focusedaf #letsgetit
💦The new @aerie swim is already online eeeekkkk 🌊 Feels like yesterday we were all here can’t wait to see you all soon my loves😘 Photog @andrewbuda Makeup + Hair @domaneek Styling @erincrittling AD @summietime Production @thelovelyworks @andshe #aeriereal =never retouched😘
No one has all the answers. No one has a single definition of success. Nor does a perfect person exist. The world is imperfect, so is life and so are all of us. But that’s the beauty of it. When you stop chasing perfect, seeking the approval of others, or trying to attain the life society expects you to have. You can actually start to live. There’s so much new year new you BS, all I wanna do is live and be 100% me. Enjoying every single thing each day has to offer. Thank you God my heart is so full of love and gratitude🙏
6days phone free and I’m back😛 Sending you all LOVE, HAPPINESS and HEALTH for 2018. Just had to take some time to disconnect and I’m serious, first day I definitely felt a bit lost. Because it’s a habit to reach for your phone even just to fill minutes. I found myself just sitting and doing nothing and just being. Sometimes that’s the hardest thing to just sit with yourself, no distractions. I tend to over think so it was really good to practise peace and quiet through mindfulness. And being truly present especially as I was with my loved ones who I don’t get to see enough living in NYC. I’ll post up a couple of pics from this past week but I generally like to keep my family life quite private as they didn’t sign upto life online. I’m so excited to kick off 2018 with a heart full of love and gratitude but I know there’s so much more work to do making more time for selflessness and giving and trying to use my privilege in a positive constructive way. Sooo I’ve rambled as per but if anyone’s reading down this far thank you so so much for all your Christmas and New Year wishes I’m so grateful for you all and I want you to know your power and shine even brighter in 2018!!! Thank you @sprayground for the dope red coat it’s warm as hell and to @sneakermood + @exclusivestore for my air Max’s🙏🙏🙏 And u already know those are the @aerie velvet leggings✨🦄

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