In a surprising twist, Aerie’s body positive underwear campaign aimed at men turned out to be a poorly conceived April Fool’s Day joke. Traditionally, underwear ads showcase stunning models with perfect features and toned bodies, which don’t accurately represent the average person—whether male or female. So when Aerie announced AerieMan, featuring a group of everyday guys in all their unique, unfiltered glory, it sparked excitement. After all, promoting body positivity in men is still a fresh concept in advertising.
However, before you get too excited and rally for the cause of body diversity, it was revealed that this campaign was all in good fun, starting on March 24. Many were understandably upset to discover that it was merely a publicity stunt. Aerie had previously made headlines for ceasing to Photoshop their images and embracing a variety of body shapes in their marketing, making the prank all the more believable.
The launch included quirky videos showcasing men who were comfortable in their skin, proudly displaying their “un-retouched” selves. While the ads were a bit unconventional, the positive response took Aerie by surprise. Many, including popular blogger Jamie Rivers, expressed their hope that the campaign was sincere, not a prank.
The backlash grew as people took to Twitter to voice their disappointment. Imagine if American Eagle had jokingly launched a “Real Women” campaign and then pulled the rug out from under everyone just a week later! They would have faced a serious uproar and calls for boycotts. So why should things be different for men? Is it because of the stereotype that men are less affected by media portrayals of body image?
In a statement, Greg Harmon, President of American Eagle Outfitters, claimed they wanted to engage customers in a bold way, yet this joke seems to undermine the serious issue of body positivity. After all, they had already seen success with their female campaigns, which made it baffling that they didn’t seize the opportunity to genuinely support body diversity among men.
Even after the prank, the brand donated $25,000 to the National Eating Disorders Association as a somewhat half-hearted apology. However, body positivity is no laughing matter, and it’s a vital issue for everyone, regardless of gender. Many were rooting for Aerie to take a stand, yet they ultimately missed the mark.
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In summary, Aerie’s body positive male underwear campaign was an ill-conceived April Fool’s prank that disappointed many who hoped for genuine representation. The brand failed to recognize the potential of embracing body positivity in their marketing, ultimately undermining an important conversation about self-acceptance.