Aerie, an American brand that sells bras and bralettes in sizes 30-40 AA-DDD (US), has released a new lingerie campaign with unretouched pictures of models with disabilities and medical conditions.
In this marketing campaign, there are models representing Down Syndrome, Ostomy, Diabetes, Crutches, Fibromyalgia, Algodystrophy a.k.a. Complex Regional Pain Syndrome, Vitiligo and Cancer.
People are loving this campaign and with damn good reason. The Mighty, an online community for people with disability, disease and mental illness that I read, posted an article yesterday raving about it.
As an American of Indian descent with medical conditions, squish and stretch marks, the picture above resonates with me. It’s amazing that so many people can see a bit of themselves in these models.
It will be great to see more brands join Aerie and Parfait with inclusive marketing campaigns. The Lingerie Journal wrote an excellent article about Parfait’s campaign featuring models with Vitiligo. I sincerely hope that I get to write about the next truly inclusive marketing campaign sooner rather than later.