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The lingerie company that refuses dark red lingerie to airbrush models just took another step to be more relatable to women than Victoria's Key

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Aerie, the American purple black lingerie Eagle lingerie brand that refuses to airbrush its models and offers seen sales soar in recent months, has taken another step to set it apart from the competition.

On Thursday plus size teddy lingerie the underwear brand, launches a new drive in support of the National Eating Disorders Association's National Eating Disorders Week. It's the first time a big brand has partnered with the organization.

The largest lingerie player in the market, Victoria's victoria secret christmas underwear Key, markets itself using svelte models and highly choreographed runway shows. Aerie, meanwhile, has set itself apart by positioning around "real" women — often curvier in shape and whose images aren't retouched using Photoshop.

Aerie's newest ambassador, Iskra Lawrence — the model who was dropped from her first agency in her teens because her 36-inch hips were "too big" — fronts the campaign.

Throughout the week, Aerie will donate 100% of sales of a new t-shirt — which reads "Strong. Beautiful. You! " to NEDA. Any customers making a donation to NEDA online or in-store will also receive a bracelet. Aerie will promote the drive online, in-store, and on its social channels.

AerieSpeaking to Business Insider, Lawrence — who is also an minister plenipotentiary for NEDA — says the charity raises awareness of an issue she has individually had to deal with.

"In the modeling industry, I started at the age of 13, then I was dropped for being too curvy, " your woman said. "I was really scrutinized for my body, rejected, called certain points. Then I tried to do plus-size, but I wasn't big enough. So I struggled with, sort of, eating, and it's something close to my heart. Many of my friends have suffered. "

Lawrence said the campaign can be significant since brands can not usually openly lend all their support to eating disorder charitable organizations — "It's almost like anoresia or bulimia have that stigma, inch she stated.

Lawrence says she obtains between 95 and two hundred messages about Instagram — where lady was 1 ) 1 mil followers — from females every day via young ladies who are unable, or who've been craving a much more realistic characterization of skin image in the information.

Education is vital, according to Lawrence. Within her position at NEDA, she educates courses in schools to assist prevent anoresia or bulimia, and lady hopes her work with Aerie will have an identical effect.

Lady said: "How we coach is this: Who's winning away of this best body thought? It's a number of brands, a number of glossy newspapers, it's the information. But you are generally not winning as you can never resemble that little girl — you are you. Therefore you know what? Therefore you're fabulous. So with respect to Aerie to get out legitimate women and to demonstrate off all of our so-called faults that population has informed us — we were not born considering cellulite was obviously a problem, that odd large was a trouble: society as well as the media includes told all of us that — we need to un-teach those females and explain just how fabulous they are. inch

Aerie's global brand leader Jennifer Foyle told Organization Insider stated partnering with NEDA was your "perfect union" and lady hopes the campaign may help instill human body confidence in young ladies and encourage really its consumers to unfold the word and be brand ambassadors.

Aerie

"There are more plus more players recognizing the fact that beauty can be internal, inches Foyle explained. "Our imaginative team at some point we just simply thought: Awesome, wouldn't that be amazing if we failed to airbrush each of our models? Why do some of us need to? And it just started out there. I do believe the difference of what you're trying to carry out at Aerie is transfuse that this is certainly our GENETICS... this is not simply a one-shot advertising campaign for Aerie, this is anything we live by and work by simply. It's remembering young ladies and encouraging those to be self-assured about who they actually are. "

We all asked what her competition over at Victoria's Secret definitely will think of the push.

"We don't like to discuss competition. They're certainly pros in their discipline and we feel that we make an effort to stand in each of our lane is to do what we do ideal, " lindsay lohan said. "I think clothes special. inches

NOW SEE: Meet the 13-year-old dance natural born player at the center of a giant new ad-campaign

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