I have always praised Aerie, American Eagle’s underwear line, for doing such a great job embracing positive body image. They were one of the first brands to stop retouching their models and began using a diverse range of models that are actually retable to the public. Just a few weeks ago, I mentioned to a couple of friends how many more plus sized female models were being advertised, and I added how odd I thought that they did not do that same for male models. It seemed that I jinxed it! The next couple of days Aerie released an “#AerieMen” along with the slogan “The Real You is Sexy.” My love for Aerie instantly the grew…that was until I learned it was all an April Fools’ joke.
I am disappointed. I can’t understand why a brand that puts so much energy into promoting a campaign based on “real” beauty, would think that this was funny or even a good idea to make fun of the exact message the supposedly stand for. For those of you who haven’t viewed the commercials, let me break it down for you… There were a series of clips of four men with very different body types. They all spoke about positive body image and how it feels to not be retouched. The commercials seemed legitimate with a comical touch. Some of the men were doing yoga, taking pictures with a selfie stick, dancing, and even sitting in a bubble bath. This could have been a genius idea. They would be one of the first brands to promote self-love for not only females but males as well. But the fake campaign was only making fun of men being comfortable in their own skin, and I unfortunately forgot to laugh at this April Fools’ joke.
I do not see anything wrong with a grown men strutting their stuff in their boxers, jumping on a trampoline, or striking poses in a full-length mirror. Making fun of men for doing things that women typically do, is not OK. The April Fools’ Day campaign has shown the division between men and women, ignoring the fact that men, too, suffer from lacking confidence, negative body image, and even eating disorders. Thinking of men as figures of only masculinity and toughness shames the fact that men also have softer sides. Grown men should be able to participate in self love just as much as a woman should. Instead of taking a step forward in embracing healthy self esteem, Aerie has taken a step back. But, this step back may have been necessary in order to reveal to some of us that this is truly an issue that needs to be handled. Women should love themselves. Men should love themselves. People should love themselves.