Dive Brief:

• American Eagle's intimates brand Aerie made a pledge earlier this year to stop using Photoshop in its ads. 
• The brand experienced a 9% jump in sales in the last quarter. 
• The decision to stop altering photos was to help the brand stay more in line with its "get real and think real" campaign aimed at young women 15 to 21 years old. 

Dive Insight: 

Altering photos has become so ubiquitous in advertising culture that for Aerie's decision to drop it was quite a bold move. Obviously, the decision to portray models with flaws like stretch marks and skin rolls has paid off in an impressive jump in sales. Kudos to the brand for trying to set a more realistic example for young women with real action -- not just catch phrases.