Aerie is putting its money where its mouth is — pardon the terrible pun — in its ongoing effort to promote both healthier lifestyles and realistic beauty standards among its young, female customer base.
The brand behind the groundbreaking #AerieREAL campaign this week pledged to give all money raised from the sale of its ‘Strong, Beautiful, ME’ limited-edition T-shirt (above) to the National Eating Disorders Association.
The promotion coincides with National Eating Disorders Awareness Week, which ends on Feb. 27. The $23 Aerie shirt is only available online, but customers at Aerie stores can donate to the campaign and receive a complimentary bracelet.
Fronting the promotion for Aerie is Iskra Lawrence, the brand’s newest ‘role model’ and an ambassador for NEDA who helps spread the organization’s educational message in schools.
“We are thrilled to have ongoing support from Aerie, and we thank the company for its socially responsible campaigns,” said Claire Mysko, interim CEO of NEDA. “Walking into stores that are promoting a healthy body image is a huge step for helping all women develop high self-esteem. Body-negativity is so prevalent in our society, but Aerie is taking a stand and making an impressive impact.”
In recognition of its commitment to stop photoshopping its models, Aerie last year was award the first NEDA Inspires ‘Seal of Approval’. Later this year, it will also be recognized with the organization’s Corporate Leadership award.
In addition to the T-shirt fundraiser, Aerie sponsors NEDA’s national walks program, which holds fundraising and awareness walks across the U.S.
“Our work with NEDA continues to allow us to provide information and resources to our customers helping to reduce the stigma often associated with eating disorders, as well as reinforce our commitment to #AerieREAL and authentic body positivity,” brand president Jennifer Foyle said in a press release.