In a surprising twist, Aerie’s body positive underwear campaign aimed at men turned out to be a poorly conceived April Fool’s Day prank. Traditional underwear advertisements typically showcase flawless models with perfect features and sculpted bodies—far from the reality of the average individual. So when Aerie introduced AerieMan—featuring a diverse range of men embracing their authentic selves—many were excited. After all, it’s refreshing to see an ad campaign that reflects real men rather than unrealistic ideals.
However, before you celebrate this inclusive approach, hold on: it was all a ruse. Launched on March 24, this campaign was nothing more than a publicity stunt designed to grab attention for the brand. It’s perplexing, especially considering that Aerie has previously made commendable strides by stopping the use of Photoshop in their advertisements and showcasing women of all shapes and sizes.
The campaign kicked off with quirky videos highlighting men who proudly flaunt their natural bodies in underwear, free from any digital alterations. While the concept was a bit unconventional, the reception was overwhelmingly positive. Many, including blogger Sam Jenkins, expressed hope that this campaign wasn’t just another April Fool’s prank, appreciating the brand’s embrace of male diversity.
But imagine if Aerie’s parent company, American Eagle, had pulled a similar stunt during their “Real Women” campaign. The backlash would have been monumental. Why should the male demographic be treated any differently? The narrative often suggests that men are less affected by societal pressures regarding body image, but that’s simply not true.
Chad Miller, American Eagle Outfitters’ Global Brand President, stated, “We aren’t afraid of being bold in how we engage our customers.” Yet, if this is their idea of humor, one has to wonder what they would consider offensive. The missed opportunity here is staggering. Given the success of their female body positivity campaign, it seems logical that they would want to replicate that success with men. Instead of recognizing the positive response, they chose to maintain the prank—leaving many to wonder why they didn’t pivot and embrace this initiative for real.
In a half-hearted gesture, the company donated $25,000 to the National Eating Disorders Association, which feels more like a token apology than a genuine commitment to body positivity. The issues surrounding body image affect both men and women, and this campaign could have been a powerful step forward. It’s disheartening for those who were rooting for Aerie to take a stand.
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In summary, Aerie’s attempt at a body positive male underwear campaign turned out to be a misguided joke, revealing a significant oversight in recognizing the importance of inclusivity in advertising.
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