Aerie Takes on Skims and Spanx with Its Own Spin on Shapewear – Sourcing Journal

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American Eagle-owned Aerie is taking over Spanx and Skims with a size-inclusive, comfort-first entrant within the shapewear market, which Grand View Analysis values at $3.8 billion by 2028.

Recognized for its body-positive branding, the lingerie label’s new Smoothez vary providing bras, underwear, leggings, pants, shorts and tops constituted of mesh, microfiber and a lacy blended textile can be accessible throughout greater than 130 choices, Aerie stated. Smoothez debuted with the Bra-Ish—a silhouette that includes floating cups that mildew and transfer with the physique for a sense of custom-fitted help.

The debut helps the corporate’s #AerieReal marketing campaign celebrating “actual magnificence, actual our bodies and actual voices” by showcasing size-inclusive staples on on a regular basis shoppers in addition to notable personalities. Aerie tapped new and current model companions, from actresses Selma Blair, Alexandra Daddario, Danielle Brooks, Charithra Chandran and Saniyya Sidney to gymnast and two-time Olympian Aly Raisman, Paralympian snowboarder Brenna Huckaby, fashions Bridget Malcolm, Selita Ebanks and Hunter McGrady, musical artist Kelsea Ballerini, and vogue blogger Lauren Scruggs to be the faces of the advert marketing campaign launching Aug. 8. Aerie curated inspirational messaging and pictures from their social feeds for the marketing campaign, which it’ll submit by itself social channels.

The Smoothez campaign features athletes, actresses and models.

The corporate can also be partnering with adaptable lingerie model Liberare on an providing of useful and trendy intimates designed for shoppers with disabilities, together with the Liberare Bra, the Convertible Plunge Bralette, the Cheeky Tanga and the On a regular basis Bikini. These clothes can be accessible Aug. 18.

“We’re extremely excited to introduce a much-needed replace to shapewear with Smoothez by Aerie to set ladies free with first-layer, second-skin intimates,” AEO govt inventive director Jennifer Foyle stated. “Aerie’s imaginative and prescient for the intimate attire trade is a group the place ladies settle for their reality, love their actual selves and put on garments that make them really feel good.”

The corporate is famous as one of many first intimates manufacturers to decide to selling authenticity over the trade’s historically aspirational magnificence requirements. Aerie grabbed headlines when it launched #AerieReal in 2014, banning photoshop and utilizing fashions who represented a broadly numerous phase of the inhabitants versus trade opponents like Victoria’s Secret. Aerie “continues to current unimaginable development prospects for the long run and extremely fascinating product classes,” firm CEO Jay Schottenstein stated in June, with income growing 8 % from the earlier quarter, and greater than doubling since 2019.

“Day by day, we’re impressed by our prospects and associates who remind the world that there’s nothing extra highly effective than residing unretouched and being actual,” stated Foyle, who joined the corporate eight years in the past. In September, she was promoted from Aerie international model president to her present function, the place she oversees inventive route throughout American Eagle’s product strains.

Smoothez is  accessible in any respect Aerie retail shops, in addition to on Aerie.com.

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