Emma Roberts Goes Completely Unretouched for Aerie's New Ads

"I feel so honored to be part of a movement that reassures women that real doesn't mean flawed."

By
published
in News
Comfort, Room, Textile, Linens, Interior design, Bedding, Beauty, Bedroom, Thigh, Bed sheet,
(Image credit: Ali Mitton)

For a long time, Photoshop has seemed like a fact of life—especially in campaign ads designed to sell not only a product but also an "ideal." Aerie's been pleasantly pushing that boundary, choosing to display unretouched models in their underwear shots—and now they're adding celebrities to the mix to make what they hope is an even bigger body-positive impact.

Enter Aerie's #AerieREAL campaign, which features Emma Roberts as its new face. The just-released photos are the first in a planned series that will feature celebs in Photoshop-free ads. 

"Partnering with Aerie was a natural fit for me because #AerieREAL is a message I personally identify with, particularly being in an industry that is quick to judge flaws," Roberts said in a press release. "I feel so honored to be part of a movement that reassures women that real doesn't mean flawed—real is sexy, real is cool."

Roberts' pictures will be featured in stores starting September 3—but you can see a sneak peek here:

Hairstyle, Navel, Undergarment, Beauty, Couch, Waist, Lingerie, Thigh, Abdomen, Logo,

(Image credit: Ali Mitton)

Lip, Sleeve, Shoulder, Joint, Eyelash, Style, Plaid, Tartan, Street fashion, Beauty,

(Image credit: Ali Mitton)

Sleeve, Skin, Shoulder, Joint, Elbow, Waist, Chest, Logo, Thigh, Neck,

(Image credit: Ali Mitton)

Comfort, Room, Textile, Linens, Interior design, Bedding, Beauty, Bedroom, Thigh, Bed sheet,

(Image credit: Ali Mitton)

Hairstyle, Skin, Photograph, Joint, White, Style, Beauty, Organ, Model, Chest,

(Image credit: Ali Mitton)

Clothing, Hairstyle, Dress, Shoulder, Textile, Joint, Style, One-piece garment, Waist, Strapless dress,

(Image credit: Ali Mitton)

Comfort, Textile, Small to medium-sized cats, Carnivore, Felidae, Sitting, Eyelash, Cat, Whiskers, Linens,

(Image credit: Ali Mitton)

While Roberts looks stunning, it would be powerful to see the remaining ads in this campaign feature women of all shapes, colors, and sizes—nothing could get more real than that. 

The Editors

Marie Claire is committed to celebrating the richness and scope of women's lives. We're known for our award-winning features, thoughtful essays and op-eds, deep commitment to sustainable fashion, and buzzy interviews and reviews. Reaching millions of women every month, MarieClaire.com is an internationally recognized destination for celebrity news, fashion trends, beauty recommendations, and renowned investigative packages.