People are suddenly threatening to boycott American Eagle's wildly successful lingerie brand
American Eagle's lingerie subsidiary has cultivated a reputation for being "body positive."
But then the company announced that its viral #AerieMan campaign, which touted male body positivity, was a parody.
The company, however, claimed that it does take body positivity very seriously, and simply the video was meant to be a goof - the reveal that it was a hoax was part of its grand plan to announce nixing Photoshopping men in American Eagle underwear and swimwear ads come holiday 2016.
But Twitter was furious with the mixed message, and some people were threatening to boycott the company (or wish they shopped there so they could boycott them).
I wish I stilled shopped at American Eagle Outfitters--so that I could boycott them. Everyone thought this was... https://t.co/clo90lZy8M
- Niala Terrell-Mason (@scififreak35) April 3, 2016
Creating a campaign about men's body image as April Fool's reinforces the stigma that men shouldn't feel body anxieties @Aerie #Boycott
- Ben Barry (@DrBenBarry) April 3, 2016
Wow @Aerie ??. You just lost a long time customer. https://t.co/0qpNRrdurM
- Mortemer (@Mort3mer) April 4, 2016
People often ask what's the harm in brands like .@Aerie co-opting body positivity. This is it. This is the harm.
- Cora Harrington (@lingerie_addict) April 3, 2016
Hey @AEO & @Aerie. My Tumblr post criticizing your cruel #AerieMan campaign just hit 26K notes in under 24 hours. https://t.co/Ooqtm0ZwTD
- Fat Jedi Leia (@Artists_Ali) April 4, 2016
@AEO the only joke here is shopping at your stores
- Ianterstellar Darko (@movienerd15) April 1, 2016
The company donated $25,000 to the National Eating Disorder Association, but that might not abate consumers' frustrations.
People are very very upset. A donation to an eating disorder org isn't gonna cut it. @AEO @Aerie
- Fat Jedi Leia (@Artists_Ali) April 4, 2016
But even if Aerie's message was confusing, one of the men featured in the campaign believes that what he was selling was real.
"I was not fooling anyone in this campaign. Everything I said and represent is 100% true. I am the main male body positive advocate!!" Model Kelvin Davis told Nylon. "I want to set the record straight. I was 100% real in that campaign. There is nothing fake about the men in that video! How they marketed it had nothing to do with us!"
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