Aerie has made headlines in the past for not Photoshopping its models and now it's continuing its body positive brand message with its latest campaign which celebrates models with disabilities and illnesses.
In the newly-released photos, you can see women of all shapes and sizes, including models Abby Sams, Evelyn Robin Ann, and Cat Coule just to name a few, rocking their bodies and loving themselves. There are women in wheelchairs, women with colostomy bags, and women with crutches all decked out in Aerie's lingerie.
INSIDER reached out to Aerie for comment about the campaign but did not immediately hear back.
Fans of the brand were definitely here for the campaign's statement.
American Eagle/Aerie is doing a campaign of models who have various disabilities/medical conditions!!!— court knee ☀ (@LoveCourtxoxo) July 11, 2018
I knew I always loved this store for a reason 💓 pic.twitter.com/ClLNjtq7R9
A handful of brands have jumped on the inclusivity and diversity bandwagon when it comes to their marketing efforts in recent years, but few have actually embraced visible disabilities. The closest we've seen has been with ASOS in early 2018 when they featured people of varying abilities, genders and body types in their activewear campaign.
It's not about feeling the burn, it's about finding your fire. 💪 🔥 Meet the marvellous Mama Cāx – a blogger, model and body positive/disability advocate from New York via Haiti. She started doing yoga about eight years ago after undergoing a leg amputation. Not only did it help alleviate her chronic pack pain, but it keeps her strong in body and mind, too. #MoreReasonsToMove #ASOS #ASOSActivewear
A post shared by ASOS (@asos) on
Aerie isn't the first fashion brand to feature models with disabilities in their campaigns recently — ASOS made headlines in July 2018 for its release of a wheelchair-friendly jumpsuit.
Though it's unclear if including these models will be a regular part of Aerie's campaigns, it's definitely a move many see as a step in the right direction for showcasing people of all different different bodies.
This article originally appeared on Business Insider. Follow @BusinessInsider on Twitter.
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