Aerie for Yellowberry: Confidence-Inspiring Lingerie for Tweens
May 5, 2015 by admin
Filed under Latest Lingerie News
American Eagle Outfitters’ lingerie brand Aerie has partnered with Yellowberry to market Aerie for Yellowberry, a line for the “little sisters” of Aerie’s 15- to 25-year-old customers.
“This is the perfect sisterhood for two brands, supporting the common belief that every girl should be confident and comfortable, embracing their real self,” said Jennifer Foyle, Aerie Brand President, in a press release.
The limited edition Aerie for Yellowberry collection offers “confidence-inspiring styles”—such as Lil’ Sis, Fresh Picked and Freebird—exclusively on aerie.com, while Yellowberry continues to sell its starter bras on its website.
One year ago, 18-year-old Megan Grassell started Yellowberry, inspired by her younger sister’s inability to find cute, high-quality bras for young teens. She raised $41,000 on Kickstarter and became the poster girl for changing the tone of marketing lingerie to tween girls.
“The goal was to bridge the gap from Yellowberry to Aerie,” stated Grassell. “When that girl moves on, she comes with a stepping stone to this next company.”
Grassell had been approached by department stores, but wasn’t in a position to move ahead until Aerie made its offer. “This is the first time we have done a collaboration like this, targeting girls age 11 to 15,” said Foyle. “It’s definitely a new market for us…it’s the perfect beginning for the next generation of Aerie girls.”
Aerie recently received the US National Eating Disorders Association’s (NEDA) first-ever “NEDA Inspires Seal of Approval,” challenging beauty standards in the retail and fashion industry and promoting a healthy lifestyle and outlook.
“#AerieREAL means no altering the girls in our photography in any way,” said Foyle. “We hope this recognition will inspire other brands to be part of a movement for positive change and join us in creating authentic advertising and marketing.”
Authentic perhaps, but selling sexy lingerie and push-up bras to tweens is tricky business. Author Adora Svitak recently criticized the Aerie line’s homepage in the Huffington Post, saying it features: “‘Our New Pushup Bra That Adds 2 Cup Sizes,’ with the heading ‘Double Whoa.’ Do fifteen-year-olds really need an extra two cup sizes?”
In 2011, the story of 10-year-old model Thylane Lena-Rose Blondeau splayed suggestively on the cover of French Vogue caused a stir. Of course, Abercrombie and Fitch stores infamously adorn their walls with naked torsos and skimpily clad girls. And JCPenney, Macy’s and Aeropostale’s websites sell thongs and G-strings for juniors.
Meanwhile, the Aerie for Yellowberry line, which launched March 26, will be available for six months, after which both parties will re-evaluate the partnership.
“The line of #AerieforYellowberry bras is a celebration for all of YOU, Berries,” wrote Grassell. “This line is made with you in mind, as a way to bridge the gap from Yellowberry to another brand that stands for the same social messages that Yellowberry believes in…we’re spreading an awesome message of empowering girls all over the world; one bra at a time.”
The only thing for sure here—the choices keep expanding and the audiences keep getting younger.
