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Looks like aerie is ready for its closeup — its unretouched closeup.

aerie, American Eagle’s sister store for lingerie, has launched aerie Real, a Spring 2014 ad campaign featuring all unairbrushed models. In a release on Friday, aerie announced that the ads are “challenging supermodel standards by featuring unretouched models in their latest collection of bras, undies and apparel.”

Spotlighting models sans Photoshop is a powerful move that most fashion brands, not to mention fashion magazines, rarely make. (Notable exceptions, made all the more so due to their infrequency, include Marie Claire’s 2010 cover with Jessica Simpson, Cate Blanchett on the cover of Intelligent Life in 2012 and Verily Magazine’s total ban on all airbrushing.)

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!!!!!Unretouched1
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