The AerieReal campaign has been a defining force for Aerie, and Jennifer Foyle says its roots are deeply personal. In a recent C-Suite Unscripted conversation, the President and Executive Creative Director of AE & Aerie described how the movement took shape and why the brand is doubling down on authenticity by rejecting AI-generated models in its marketing.
AerieReal campaign
Foyle explained that the AerieReal campaign emerged from a commitment to show customers unretouched, relatable images. She framed the initiative as a response to the pressures consumers face around body image and said the brand intends to keep that promise as it scales.
That stance now includes a firm pledge not to use AI-generated models. According to Foyle, the choice reflects Aerie’s focus on real people and transparency, reinforcing a message that customers can trust what they see from the brand.
Career path and leadership approach
Foyle also traced her retail career, noting early training at Bloomingdale’s and later turnaround work at J.Crew. She said those experiences sharpened her operational discipline and product instincts, which she applied as Aerie evolved its creative direction and customer strategy.
Maintaining an open-door policy has been central to her leadership, Foyle added. She emphasized that strong ideas can come from any level of an organization. One example she cited was a bold proposal from a summer intern that helped spark fresh thinking on brand initiatives.
Commitment to authenticity
Looking ahead, Foyle said Aerie’s focus remains on consistent, customer-first storytelling anchored by the AerieReal campaign. The brand plans to continue elevating real voices and real bodies, aligning its marketing with the values that launched the initiative and strengthened its connection with shoppers.