Aerie is obtaining into the shapewear market place — whilst there’s a twist.
The innerwear and swimwear model, which is owned by American Eagle Outfitters, is launching Smoothez by Aerie, an “anti-shapewear” shapewear assortment, right now. The expanded assortment arrives just months just before Aerie launches its tumble marketing campaign, on Aug. 8, which will also insert a several new ambassadors to the Aerie Serious lineup, this sort of as Selma Blair, Alexandra Daddario and Danielle Brooks.
“This product does not condition or modify you,” Andrea Jagaric, chief design officer for the Aerie, Offline and Unsubscribed makes, informed WWD solely. “Traditional shapewear has manufactured girls truly feel that they have to have to transform their bodies to sense comfy and self-assured. We required to alter this perception. Women of all ages should not come to feel like they have to squeeze into any form of mould to feel beautiful. We imagine that all people is fantastic the way they are.”
Jagaric included that the new selection — which consists of bras, tops, underwear, shorts and leggings across 18 models and multiple colorways that can be mixed and matched — “has been created to embrace you in an quick, comfy entire body-hugging sort of way. It is colourful, smoothing, soothing and simple. [It] just tends to make you really feel your most effective. This is anti-shapewear performed by means of the Aerie lens. Gone are the days that ladies experience the will need to squeeze into limited, overall body constricting shapewear.”
Smoothez by Aerie also incorporates the launch of “Bra-ish,” a new “hybrid” bra that “features floating cups that “mold and shift as your boobs alter,” according to Jagaric.
The selection launches as the earth proceeds to reopen and in-particular person events the moment once again get traction, increasing the prospect for more shapewear solutions. A lot of competitors have gotten into the act as a result. But Aerie’s model stretches the limits.
“We are unbelievably thrilled to introduce a a great deal-wanted update to shapewear with Smoothez by Aerie to set gals cost-free with to start with-layer, 2nd-pores and skin intimates that really do not shrink, squeeze or keep you again,” stated Jennifer Foyle, president and government creative director of the AE and Aerie manufacturers. “Aerie will make goods that assist the serious mission and we imagine no one particular should ever conceal or comprise who they are.”
“Aerie’s vision for the intimate clothing field is a neighborhood wherever gals take their fact, enjoy and actual selves and wear apparel that make them sense very good,” Foyle continued. “Every day we are encouraged by our clients and associates who remind the planet that there is practically nothing much more potent than being real.”
It is only fitting then that Smoothez is creating its debut just in time for Aerie’s once-a-year Authentic marketing campaign. This year’s edition — dubbed the “We Are Real” campaign — functions the brand’s signature assortment of unedited merchandise shots on a varied group of girls.
But this year’s ambassador lineup also includes actors Alexandra Daddario, Charithra Chandran, Danielle Brooks, Saniyya Sidney and Selma Blair, as very well as designs Bridget Malcolm, Hunter McGrady, Lauren Scruggs and Selita Ebanks. Some present brand name ambassadors will also return, these types of as Olympic gymnast Aly Raisman Paralympic snowboarder Brenna Huckaby Dallas blogger Ciara Smith singer, songwriter Kelsea Ballerini Alyssa Silva, chief inventive officer of adaptive clothing model Liberare (previously Intimately) and influencers Erin Chau and Jessica Lindsay.
“The We Are Serious marketing campaign is a tribute to all of these that have place in the function [to be authentic],” reported Stacey McCormick, senior vice president of Aerie manufacturer advertising. “Even though social media can from time to time be a negative spot, we also appreciate to see the inspiration that so several go on to share. We’re inspired each working day by the unfiltered visuals and unscripted stories that individuals share on social media. So we chose to use our system to generate a campaign that celebrates some of the genuine voices of those that have bravely shared their ‘real’ with the globe.
“We glance for [brand ambassadors] who are unapologetically their authentic selves inside and out all those who present up in one of a kind ways, sharing their vulnerabilities to produce the alter they want to see in the earth,” she continued. “They all have distinct passions and encourage, guidance and empower their communities. Embracing the Aerie life-style, they have been picked out for repeatedly sharing their distinctive authentic tales and dedication to dwelling in an inclusive, empowering earth.”
The Smoothez by Aerie selection is readily available in 51 dimensions, from 2XS to 2XL, or 32A to 40DD cup sizes. Selling prices vary from $13 to $50 each and can be purchased on the net or in Aerie stores.
“Many other models have followed fit of staying ‘authentic’ and ‘real,’” McCormick reported. “And when we are flattered, the variation at Aerie is that we always display up for our buyers — not purely for advertising functions — but because we think that our shoppers want to see themselves mirrored in our brand. Although unachievable standards of beauty still exist right now, we have ongoing to pay attention and assist our prospects on their journey’s of accepting their real truth and loving their genuine selves.”