American Eagle’s #AerieMAN Campaign was an early April Fool’s Joke

Last week we reported that American Eagle had launched a new campaign, #AerieMAN, to promote healthy male body image.

The campaign included four models, each with their own video where they made statements about body confidence.

In a press release by American Eagle, the company reveals that the campaign was an April Fool’s.

“American Eagle Outfitters proves once again they’re not afraid to take a risk and have a laugh in support of a good case. Following the successes of the Skinny Skinny Jean in 2013 and American Beagle Outfitters in 2014, the brand reveals today it’s #AerieMAN campaign, featuring a mix of quirky characters of different sizes and personalities sharing ‘real life’ stories in their skivvies, was all in good fun to parody the #AerieReal campaign by Aerie, a leader in body-positive marketing.”

While they announced that the campaign was a joke, they have stated that they will donate $25,000 to the National Eating Disorder Association as well as stop retouching it’s male models.

“This announcement marks the brand’s pledge to forego retouching it’s male models in its underwear and swim images beginning Holiday 2016. American Eagle Outfitters maximised the brand’s visibility in mid-March due to its history with April Fools hoaxes in order to raise awareness around body diversity.”

April Fools is just the worst…