Why Aerie wants you to show off your unretouched beach body this summer

Iskra Lawrence for Aerie. Image via Aerie.

When it comes to body positivity, Aerie is all about making a difference both on and offline.

In 2014, the sub-brand of American Eagle launched #AerieREAL, an ongoing campaign that uses untouched images to promote foster body diversity and positivity.

The company’s change in direction was more than just revamping their marketing strategy. In the past five years, Aerie has become one of the leaders in the fashion world that’s focused on making an impact in the mental health field. Through partnering with National Eating Disorders Association (NEDA), #AerieReal has helped to raise some much needed funds and awareness for eating disorder research, treatment and prevention.

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With summer just around the corner, Aerie is pledging to donate $1 to NEDA for every social media post featuring an untouched swim photo and including the hashtag #AerieReal (up to $50,000).

According to NEDA CEO Claire Mysko, Aerie’s commitment helps provide resources to an area of mental health that’s often overlooked.

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“We are so grateful to Aerie for this campaign and their continued support for content that promotes body confidence,” Mysko said in a statement to Yahoo Canada. “The money raised from #AerieReal will fund desperately needed eating disorder research - eating disorders receive less than $1 in research funds per affected person compared to an average of $70 for other mental illnesses - in addition to providing continued support of our Helpline; the Body Project, a national body confidence program; and other services.”

The retailer has established an online community of more than 1.1 million followers who praise the brand for empowering women and showcasing real bodies.

“Aerie helped me love my body in swimwear, bras and underwear,” one follower wrote of the brand’s campaign. “Seeing so many women come together makes me happy.”

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Another added, “There is so much positivity and inclusivity in this brand it just makes it obvious how bad other brands are at perpetuating the worst parts of the media.”

We’ve rounded up some of our favourite Aerie swim (now on sale for up to 50 per cent off) - so you can do good and feel good while you shop.

Pop One Shoulder One Piece

Available in three colours. Image via Aerie.

Originally $60, on sale for $36 CAD.

SHOP IT: Aerie, $36 CAD

Perky Triangle Bikini Top

Available in 2 colours. Image via Aerie.

Originally $45, on sale for $27 CAD.

SHOP IT: Aerie, $27 CAD

Strappy Back One Piece Swimsuit

Available in four colours. Image via Aerie.

Originally $60, on sale for $36 CAD.

SHOP IT: Aerie, $36 CAD

Tie High Cut Cheeky Bikini Bottom

Available in three colours. Image via Aerie.

Originally $40, on sale for $24 CAD.

SHOP IT: Aerie, $24 CAD

Wrap One Piece Swimsuit

Available in two colours. Image via Aerie.

Originally $60, on sale $36 CAD.

SHOP IT: Aerie, $36 CAD

If you or someone you know is struggling with an eating disorder, NEDA's toll-free, confidential helpline (800-931-2237) is here to help: MondayThursday from 9 a.m. to 9 p.m. ET and Friday 9 a.m. to 5 p.m. NEDA's helpline volunteers offer support and basic information, locate treatment options in your area, or help you find answers to any questions you may have.

The editors at Yahoo Lifestyle Canada are committed to finding you the best products at the best prices. At times, we may receive a share from purchases made via links on this page.

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