It took only one trip to the mall to show Megan Grassell what was wrong with the bra industry. And 10 months of hard work to figure out how to change it. They were all padded, push-up and sexual. Yellowberry is as much a movement as it is a bra company, using its marketing and merchandising platform to fight back against the hyper-sexualized commercial environment that adolescent girls face every day. The Yellowberry name is a symbol of the need to nurture adolescent girls during a critical and challenging time in their development. It has to go through certain stages until it is ripe.
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Aerie is homing in on its most successful marketing tool. The underwear brand announced Thursday that it is partnering with actress-activist Yara Shahidi, gold medal gymnast Aly Raisman, and singer-songwriter Rachel Platten for its spring campaign. These self-made women will become the new "role models" for the brand. In addition to modeling the underwear and clothing at Aerie, the role models will hold motivational talks in Aerie stores and design a selection of exclusive products for the brand. Female empowerment has become Aerie's biggest weapon against brands like Victoria's Secret. Aerie swapped its airbrushed ads for unretouched photos and launched a body-positive campaign known as AerieReal in
Too young? Victoria’s Secret rolls out lingerie line for teens
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Despite being more age-appropriate, even the photographs for the "femme" collection are unsettling. The way the young-looking model is posed with that sunglasses-wearing teddy bear--she's made to look like a child, while the actual children are made to look like adults. What do you think?