Aerie is taking a stand on body image and eating disorders.
The American Eagle Outfitters subbrand on March 26 launched a limited-edition collaborative bralette collection for the 11- to 15-year-old set called Aerie for Yellowberry. A start-up intimates brand, Yellowberry was created by 19-year-old entrepreneur Megan Grassell after she went shopping at the mall for bras with her 16-year-old sister and found nothing suitable, with all of the offerings overtly sexy and inappropriate for a teenager. Grassell founded Yellowberry in 2013 from a Kickstarter campaign. The bralettes come in a range of colors and patterns, including stripes and polka dots, have names such as Lil’ Sis, Fresh Picked and Freebird, and range in price from $29.95 to $34.95.
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“This is the perfect sisterhood of two brands, supporting the common belief that every girl should be confident and comfortable, embracing their real self,” said Jennifer Foyle, Aerie brand president. “Aerie is pleased to announce that proceeds from Aerie for Yellowberry will support the entrepreneurial spirit of Megan and Yellowberry and see that its message of positive body image continues to spread.”
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The arrangement between Aerie and Yellowberry is a limited-time collaboration. Grassell worked with the Aerie design team on exclusive styles for the Aerie for Yellowberry collection.
Aerie is also giving voice to eating disorders such as anorexia and bulimia, which tend to afflict the brand’s young female audience. The retailer revealed a partnership with the National Eating Disorders Association as the lead sponsor of the nonprofit’s national walks awareness program, NEDA Walk Save a Life, which raises money for advocacy and educational programs. NEDA holds more than 65 walks in cities across the U.S. each year.
NEDA bestowed its NEDA Inspires Seal of Approval inaugural award to Aerie for taking a leadership role in the fashion industry. Aerie’s ad campaign #aerieREAL made a corporate commitment to not retouch models in any way.
“Aerie’s leadership role and commitment to change and diversity should be applauded,” said Lynn Grefe, president and chief executive officer of NEDA.
“Unrealistic images in advertising and the media play a role in the rising epidemic of eating disorders and poor self-esteem. But Aerie’s campaigns highlight a range of body types. Their approach is not only socially responsible, but also resonates with the public and is profitable. We hope others will learn by Aerie’s outstanding example.”
“We are honored to be the first company to receive the NEDA Inspires Seal of Approval,” said Foyle. “Aerie is committed to challenging supermodel standards to spark a conversation with the fashion industry and champion consumers with the true meaning of real and unretouched beauty. We are proud of our partnership with NEDA and hope others will join us in creating authentic advertising and marketing.”