American Eagle's lingerie label Aerie debuted its underwear line for men on Wednesday with a body positivity campaign, called #AerieMAN, that celebrates the mantra "the real you is sexy." The video series features four dudes of different shapes and sizes: Matthew, a model and self-proclaimed "normal guy;" Doug, a health nut who does yoga and reads meat-free books in his underwear; Kelvin, a style blogger and selfie stick pro; and Devon, a man who can dance in his marijuana leaf-adorned briefs while eating grapes like no one is watching. (Although, Aerie model Iskra Lawrence is actually chilling on the couch in the same room.)
Its Aerie's stance on refusing to retouch photos that's been a pillar for the intimates sub-brand's success, and the label continues to hold its own against competitors like Victoria's Secret with sales that increased by 21% by the end of last year. Plus, it's perfect timing for the company to apply its empowering message towards its male customers, too. IMG just launched a new "Brawn" division catered towards plus-size men, signing on longtime Target model Zach Miko to its roster.
Aerie's line of underwear for men is available online now.
Update 4/1: Well, that was a good run. On Friday morning, American Eagle Outfitters, which owns Aerie, announced that its viral campaign was just one big joke to bring more awareness to body acceptance. (Hm, okay.) In addition, the company has donated $25,000 to the National Eating Disorders Association.
"We aren't afraid of being bold in how we engage our customers, whether through a video that makes you think twice, or challenging the norm in how a brand markets to men," said Chad Kessler, American Eagle Outfitters Global Brand President, in a statement. "We are an all-inclusive brand and we know our male customers respond to humor. We look forward to continuing to innovate and evolve the American Eagle Outfitters product offerings."
Homepage image: #Aerieman campaign. Photo: Aerie