American Eagle Uses 'Real' Models in New Ads

The retailer is launching the campaign for its popular women's brand, Aerie.
3:00 | 01/17/14

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Transcript for American Eagle Uses 'Real' Models in New Ads
We know that real women have curves. We have wrinkles. We have stretch marks. Noul you'll be able to see those imperfectness new ads from american eagle. They're launching the campaign for the popular teen brand called aerie an juju chang is giving us a first look. I'll be kind and all due respect to those buxom models nice enough to show off lingerie they bear little resemblance to the women in this country. What impact would more realistic women have when we're shopping? Real women, real curves and real blemishes front and center in american eagle's real move many. The intimates linic canning off their spring collection showing real women of all sizes. We've left everything, beauty marks, tattoos, what you see is really what you get with our campaign. Reporter: But will real women help sell bras? Why is that a selling point? Because our customers represent this great demographic and don't really get to see what girls our age look like. Reporter: Because aerie caters to young clients they teach a bra specialist to get a perfect fit. Women can see the bra they like fit on a model with a similar body type. A different bra looks different on a different woman. That's a "d" cup. If you saw an "a" girl, it would be two very different women. Reporter: These women help customers visualize them on their own bodies. They look a little more like the rest of us. Yes, they work as models. These girls would never be cast as liquor ray models. Reporter: A new notion in lingerie marketing where busty superskinny supermodels always reign supreme. The difference between this and the victoria secret's campaign, victoria secret's completely air brush out every blemish or stretch mark. Reporter: You're hoping to break the cookie cutter. We're hoping real girls embrace their own beauty. Reporter: From dove's real beauty campaign top pantene's shine strong commercial shining a light on sexism. Hopefully this is a new age for female empower. And here's one factor. One retail survey of 16,000 customers found the average bra size in this country went from a "b" cup to a dd in just over the past 20 years and they suggest expanding waistlines and implants may explain that change, but whether you're that "b" or that dd, now you can visualize yourself better in these bras. All right, that's great. Any comments? Radio silence. Thank you so much.

This transcript has been automatically generated and may not be 100% accurate.

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