The lingerie line of American Eagle, Aerie, have released a new campaign called Aerie Real which, according to them, means no more photo-shop or use of supermodels in their adverts.

The new campaign tells young women: “We want every girl to feel good about who they are and what they look like, inside and out. That means no more retouching our girls and no more supermodels”.

Aerie is aimed at the young woman between the ages of 15-21 years-old; in other words, the schoolgirl to the young university student.

As we all know, body confidence comes with age and every young woman is bombarded with images of the “perfect women” – often an unattainable image for the majority of us. Aerie’s campaign allows young women to take notice of the trickery and photoshopped images in their magazines and on the internet and realise they’re not real. Which is a very, very good thing.

The women in the campaign are still very attractive and one must not forget the lighting, setting, make-up and other effects that have taken place in these photos. But it is a massive step forward.

Fashion industry take note!