In a rather perplexing twist, Aerie’s body positive underwear campaign for men turned out to be an elaborate April Fool’s joke, rather than a genuine effort to promote body diversity. Traditionally, underwear advertisements showcase models with idealized features—perfectly sculpted bodies and symmetrical faces—that don’t reflect the reality for most people. Therefore, when Aerie introduced AerieMan, featuring a range of average-looking men comfortably flaunting their natural bodies, it was refreshing to see a brand embracing realness.
However, much to the dismay of many, it was revealed that this inclusive campaign was merely a poorly thought-out prank, kicking off on March 24. The backlash was swift and intense. Aerie had previously earned goodwill after eliminating Photoshopping and showcasing women of various shapes and sizes, so the fake campaign felt believable, almost too good to be true.
The initial response was overwhelmingly positive, with many praising the brand for its apparent commitment to body positivity. Social media was flooded with comments from irate users expressing their outrage at Aerie’s deception. If American Eagle had played a similar trick with its “Real Women” campaign, the consequences would have likely been catastrophic. So why should the same standard not apply to men’s campaigns? The perception that men are generally more at ease with their bodies doesn’t excuse insensitivity towards the issue.
Chad Kessler, the Global Brand President of American Eagle Outfitters, stated, “We aren’t afraid of being bold in how we engage our customers.” But if this is their idea of humor, it raises questions about their understanding of genuine engagement. The company had a unique opportunity to capitalize on the positive reception; after all, they were already aware that body positivity resonates well with consumers. Instead of transforming this prank into a legitimate campaign, they opted to halt it, despite the favorable reviews.
In a half-hearted attempt to make amends, Aerie donated $25,000 to the National Eating Disorders Association, which feels more like an afterthought than a sincere acknowledgment of the importance of body positivity. This issue impacts both men and women, and Aerie’s decision to trivialize it is disappointing. Many were rooting for the brand to succeed, but ultimately, they missed the mark.
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Summary
Aerie’s recent body positive underwear campaign for men was ultimately an April Fool’s prank, disappointing many who were hopeful for a genuine effort towards inclusivity. Despite positive initial reactions, the company retreated from the campaign, missing a significant opportunity to promote body positivity and connect with their audience meaningfully.