While advertising and media outlets are notorious for featuring unrealistic, retouched images that contribute to poor self-esteem, the National Eating Disorders Association (NEDA) has created the NEDA Inspires Seal of Approval campaign to recognize those companies and individuals who are striving to make a difference, with the inaugural award going to the intimate apparel line Aerie.Much like the Good Housekeeping Seal of Approval has come to represent quality in lifestyle goods, NEDA hopes the NEDA Inspires emblem will represent social responsibility in advertising, image and editorial content – specifically, content that challenges the thin ideal and promotes diverse representations of beauty. The seal was the brainchild of Iskra Lawrence, 24, international JAG model who was dropped by her agency at age 15 when her hips were deemed “too big,” but was found “too small” by plus-sized reps at the time.
“Love who you are!” said Lawrence, now serving as a NEDA ambassador. “I hope to inspire brands to be part of this movement for positive change. It is my goal for the NEDA Inspires Seal of Approval to become an internationally recognized symbol for images and messages that are safely promoting body diversity, confidence and self-love at any shape or size. We don’t belong in a one-size-fits-all box.”
Taking a leadership role for change in the fashion industry, Aerie – which recently celebrated the one-year anniversary of its #aerieREAL campaign – has made a corporate commitment to body-positivity in its advertising and marketing materials by pledging to no longer retouch models in any way.
On Feb. 19, Aerie also announced a partnership with NEDA as the lead sponsor of the non-profit’s ongoing national walks awareness program, NEDA Walk. Save a Life., which raises funds for advocacy and educational programs, spreads awareness about the seriousness of eating disorders and provides support for the local community. NEDA holds more than 65 walks each year in cities across the nation.
“Aerie’s leadership role and commitment to change and diversity should be applauded,” commented Lynn Grefe, president and CEO of NEDA, presented the award at NEDA’s 13th annual benefit fundraiser March 26 in New York City. “Unrealistic images in advertising and the media play a role in the rising epidemic of eating disorders and poor self-esteem. But Aerie’s campaigns highlight a range of body types. Their approach is not only socially responsible, but also resonates with the public and is profitable. We hope others will learn by Aerie’s outstanding example.”
“We are honored to be the first company to receive the NEDA Inspires Seal of Approval,” said Jennifer Foyle, Aerie global brand president. “Aerie is committed to challenging super model standards to spark a conversation with the fashion industry and champion consumers with the true meaning of real and unretouched beauty. We are proud of our partnership with NEDA and hope others will join us in creating authentic advertising and marketing.”