Aerie, that sells underwear as well as swimwear and clothing, have also launched an Instagram campaign encouraging followers to post pictures of themselves with the hashtag 'aerie real,' using the plug 'the real you is sexy.'
According to their Chief Merchandising Officer Jennifer Foyle:
'The purpose of 'aerie Real is to communicate there is no need to retouch beauty, and to give young women of all shapes and sizes the chance to discover amazing styles that work best for them.'
And in another clever move, the brand have also announced their website will feature pictures of models of each bust size, so customers can view what their size will actually look like on.
Could this be the first of many big name brands making a move towards more natural, real-women based campaigns?