thanks for grabbing a screen shot.  I had noticed this actually, much like other brands that target young women; the models just seem to keep getting thinner and impossibly thinner. It doesn't take a very discerning eye to see the photoshopping in these images, or similar ones. But it is worrisome. I've also been known to hit a lot of online teen retailers while shopping for my kid sister, and the same trend is noticeable elsewhere: Urban outfitters, Wet Seal, Forever21 etc.

Its sometimes more noticeable among teen brands than in and for brands that cater to grown women, because teens are smaller and more slender folk typically (not all of em, obvs). I wonder sometimes how the thinner and thinner and thinner trend will end. Its already to the point where I have to think, I wonder if how that will look on someone with flesh? As I attempt to determine from pics of rail thin women, what the line of a given article of clothing is...I feel like its gotta reverse at some point...I hope.

That bra is copying the VS bra that started all that, and yes, it is unfortunate that so many young girls think they're supposed to have large breasts... If you ever want a bra that has an inch or 2 of foam inside of it, that's your winner!

I do not like Samantha's comment AT ALL.  These comments always seem to be degrading to women and girls.  First off, there are more reasons a woman or girl would wear a bra than "necessity born out of a dreadfully weird body change" or "sexual enticement."  This still reeks of the misogyny put forward with the "zomg why do those icky flat chested women even wear bras, much less have a small-busted bra shopping site dedicated to them, SEXUALIZATION OF CHILDREN or something."  Why aren't women and girls allowed to wear bras out of comfort (and yes, lacy padded push up bras are comfortable to some women)?  Or as fashion accessories?  Or for various other practical reasons (only someone with very small breasts could honestly think running or jumping without a bra is anything but painful, for example)?  Second, why is this idea that if a girl isn't hideously shamed by puberty, she is an oversexualized victim of society?  Growing breasts is natural.  I did not feel like it was dreadful or weird when I first grew breasts, nor was wearing a bra a scary necessity.  I was pleased to wear a bra.  I liked bras that were colorful or lacy (as I still do).  I was not sexually enticing anyone, and the line between "puberty" and "sex" (why is there a line there at all?  Those two things aren't in the same category.  Maybe you mean "puberty" and "sexual maturity" or "adulthood?") was not blurred.  I was a 14 year old in a bra.  I guess I should have been sobbing for the loss of my baby dolls and child's body? 

There are also more reasons why a girl would shop at AE than "wanting to look like the sexy sex having big girls."  Most young teens flat out cannot wear typical children's OR adult's clothes.  IDK about everyone else, but I was taught to have pride in my appearance.  Which meant, at the very least, clothes should be clean, fit will, and be age-appropriate.  There is NOTHING age inappropriate about an 11 to 14 year old girl wearing the vast majority of clothes sold at American Eagle.  There IS something inappropriate about pubescent young teens going about in glittery children's jeans with elastic around the butt, or trying to wear the same clothes that middle aged women or women in their 20s wear, neither of which would fit correctly in most cases.  But American Eagle sells jeans, khaki trousers, polo shirts, and tank tops.  That sounds like a perfectly appropriate wardrobe for someone wearing junior's sizes.  The assumption that kids can normally shop in the 7 to 16X section of the department store until an arbitrary age (usually 14 or 15) is just not true.  I was an unusually short and skinny child, and I couldn't fit those clothes properly by age 11 or 12, and had to wear junior's clothes. 

I do have to agree with the inaccurate body image bit though.  Those bras "add 2 sizes" because most of them are a C cup's worth of padding on their own.  They don't so much push up as they are just removable false breasts.  Yet they're presented as "if you buy this item, you will have a convincingly larger chest."  They do not look very realistic either when they're on (compared to photoshopped and made up models).

I guess it says something about how 15-21 year olds think they're supposed to show off their sexuality that there's so much focus on cleavage in the Aerie site. The front page image I got is a deep downblouse shot. Not exactly subtle. I can only imagine how small-breasted young women feel when they're immersed in this  culture of boobies.

Man, I would have killed to have boobs like that in high school. I'm pretty sure a lot of girls felt like that. Thing was, no one actually had breasts like that. Being a hormonal teen is hard enough as it is without adding crazy beauty standards like that.

On the other hand, it does subvert society's fear of teenage sexuality. This may sound like a bad thing, but a lot of the fear that causes people to rely on abstinence only education is the cultural taboo on teen sexuality. Even if they don't have breasts like those shown in the ad, some girls are most definitely out there having sex. And if they are, hopefully they are making informed decisions about protection. So while this ad may promote an unrealistic standard of beauty and desirability amongst teenage girls, it also provides a much needed cultural acceptance of teenage sexuality. So I'm on the fence about this ad. What do you think?

On a totally different note, these bras are super uncomfortable. They sell them at Victoria Secret as well. It feels like you are wearing fake boobs that have been attached to the outside of your breasts. They get in the way of everything.

This is only partially related, but I must give props where props are due. Aerie and American Eagle (aerie being under the American Eagle brand, if that isn't already mentioned) are pretty much the only ones of the "popular people" clothing brands that haven't made their sizes smaller to keep a variety of body types from being able to wear their clothing. Although their bras do stay on the smaller side, their underwear is supremely comfortable and go to an XL in stores and an XXL online; same goes with a majority of products from both brands, with a size 18 (or 20? I think 18) available online for their jeans. I'm a size 22 and I love their sweaters and underwear, and rarely do I have to go online to find things that fit well. It's one of the few places where both my super tiny friends (who have a hard time fitting into an XS) and I can shop and find something nice to wear.

That being said, this image has been a bit disturbing to me for some time now (the same one has been on bags and ads for AE and aerie), but I think that's because of the obvious photoshopping. I wouldn't really argue that this is any different from Victoria's Secret, except VS markets towards around 12-21 with their Pink line, and 18-45+ with their regular lingerie. I disagree with the idea that this "bra campaign wipes away the transition from puberty to sex." I think Tusconian pretty much covers why that is an awkward statement.

From a sociological standpoint, this is a prime example of the ideal woman being large breasted and skinny, to the point where it seems unnatural. But to me this just reaffirms what we have already noticed about Western society; it doesn't matter how young you are, you should have large breasts with deep cleavage. When you are young you strive to look older, and when you are old you strive to look younger. No surprises here, just another snapshot, much like what a majority of this site offers (much like the tumblog microaggressions; if you haven't checked it out i suggest you do. Just post after post of really tiny things that are sexist, racist, etc. that people submit, and after reading 10 or so you really start to see the bigger picture form. http://microaggressions.com/)

I was so embarrassed to be carrying around that photo home from shopping yesterday. It's on their shopping bags, but only the face and boobs. Many men did double-takes looking at it. I wonder what they were thinking.

and the picture looks like a Photoshop Desaster waiting to happen… (I'm pretty sure the model's face would be 20% larger in reality…? Maybe it's the hair, but it seems modified to make the rest look even bigger.)

I knew an 18 year old (I say knew because now she is 23) with a super skinny body and massive chest like that. I don't see the problem because some people are made to look the way that model does.

How does a store that sells underwear create an ad for their product that doesn't look like it's for sexual enticement? I'm not being sarcastic, I'm asking out of genuine curiosity. Because all I see is a woman sorta smiling awkwardly while standing in her underwear....for a store that sells underwear. Other than removing the "Double Whoa!" I don't see anything extremely sexual about it. One could even could even argue that the "Double Whoa!" is for a woman looking at herself in the mirror while wearing that bra. I've definitely put on make-up or an outfit that's made me feel pretty good or has made me do a double-take. Yeah, that woman's thin and has boobs (minus 2 sizes) and has presumably been photo-shopped to remove "imperfections," so I agree that they could aerie could use more models that have a variety of body types. But she's not doing a "come hither" stare, duck lips, caressing a guy with ripped abs, posing with a cocked hip, or sprawled out on a bed like other underwear ads so how is this a "sexy" ad? I looked at aerie's site and they don't have that many pictures with models posing. I saw about two or three that could be perceived as sexy, but this one is pretty neutral in my opinion. And like Tusconian said in their comment, why is it that buying a push-up bra is presumed to be for the purpose of attracting others? I have pear shaped friends who'd rather buy a new bra to help them fill out a dress than spend the money to take it in. It's a lot easier and less expensive to buy one padded bra than to tailor several dresses or tops. I agree American Eagle's target consumer age is 15-21, and like Samantha said, part of the appeal is going where the older kids do, but I don't think the aerie bra and underwear line itself is really marketed toward high school girls. I know the aerie press release says it's for girls as young as 15, but I think the average shopper is more college/grad student age; those who want something cuter than Gap Body but not as loud as Victoria's Pink collection and can't afford department store underwear. Another reason I think aerie's trying to market itself to college/grad students is because of the model's age. The model is 25 year old Brazilian Cintia Dicker. She's not a household name so aerie didn't hire her banking on the fact that people will wanna shop there because Cintia models for them and plus Cintia looks her age, not like a young teen. None of the models on the site look younger than 19. Cintia's looked like that (tall and thin with boobs) since she was a teen. I know because she's a year older than me and I used to see her in delia's catalogs and teen magazines all the time growing up. In high school, my friends and I used to tease our one friend over how Cintia looks like a red-headed version of her and she should model too...I guess I should tell my friend that she has an "impossible" body-type.

I think my issue with this image is not that buying bras that make your breasts two sizes larger is a bad thing or makes you a bad person, but rather the idea that society pressures me to think that I might need one to look or feel good (or sexy, for that matter). Even when we feel that something makes us feel pampered or special (legitimate, awesome feelings) we need to take a look at *why* it makes us feel that way. Especially when it comes attached to the infantilization of women and unrealistic portrayals of the human body. While it is possible for a person to look like this model, she is in no way representative of how most women's bodies look or ever could look.

Tl;dr: Do I feel good when I wear this bra because I like what I see or because I like what I think others (society) will see? Do I dye my hair and put makeup on for me, or for other people? Regardless of your answer to these questions, it's important to ask them. That's what this image brings to mind for me.

I feel like this is just pushing, pushing, PUSHING (no pun intended lol) young women who are still in puberty, whose breasts are still developing, to be sexy.  (Not to mention, young women may not understand yet what it feels or means to be sexy which is very relevant in this discussion.)  This ad demonstrates to those shoppers (those shoppers meaning the aforementioned young women) that the way to be sexy is through large breasts.  Young women (again, young women who are getting their first bra fittings and are buying their first bras) are learning from the get-go that their breasts need to be large, that their original size (and shape maybe?) is not good enough.  "Oh, you measure as an A cup?  Don't worry, our bras will make your breasts look 2 sizes bigger!"  Why does a 13, 14, 15 year old first buy a bra?  Well, I bet when she sees ads like the one above, she will feel pressured to buy a bra that will make her look sexy rather than support her breasts.  Yes, I'm sure some of these bras do actually provide some support but do you honestly think that that's what this ad is selling? Functional support??  NO!  They're selling sexiness to young women through bras!  A 13, 14, 15 year old is learning that first and foremost her breasts are sexual objects ready for the gaze of others.  And this is simply inappropriate for females of that age!  This is clearly early sexualization of young women.  A young woman's breasts are being sexualized at SUCH early ages. (And yes, of course this early sexualization has been going on for a LONG time.)

Do bras no longer serve as functional undergarments that provide support and comfort for women's breasts?  I would be naive to say that this is so because of course they are not just that.  They are also sexy, fun lingerie pieces for women to wear that provide more than just functional support.  BUT that's what this ad is demonstrating/perpetuating; that a young women of 13, 14 or 15 years old should be buying a bra that makes her look FIRST look sexy and SECONDLY provide support; in essence, the goal is to look sexy.  And again, I want to stress that what 13-15 year old knows what sexy is?  Has she defined it for herself yet?  I highly doubt it.  So women are learning at a young, impressionable age that sexy means to have large breasts.  Not only must she look sexy, but to look sexy she must have large breasts.  Think back to when you were 13, 14, 15 years old and you were to see this image of a tall, super slim, big-chested woman (because that's what she appears to be: a woman; a woman's body advertised to sell clothing to middle school, high school shoppers.  Yes, college-aged (and older) shoppers shop at American Eagle but I'm sure that many of them can look at this image and realize the ridiculousness of it and therefore not play into its bullshit expectations.).  What would you think?  Would this ad dictate to you about what kind of bra you should buy and what this bra should do for you?  Would you think that your breasts weren't large enough so you would want to buy this bra that adds 2 cup sizes?  Would you feel pressured to reassess your body because it may not look like the model's?  Would you feel like your own appearance is not sexy enough?  Do you need to add 2 cup sizes in order to get the desired effect of sexiness because larger breasts define or are essential to sexiness?  Do you even need to be concerned with sexiness at 13, 14, 15 years old?

This ad, this image of the woman, portrays a sexed-up physical ideal for young female shoppers to attain. 

I realize I've repeated myself and may have over-explained myself at times but I feel like that is necessary when I am posting on a blog site and I have to type out my reactions rather than have the convenience of speaking it.  Also yeah, it's early Christmas morning lol but I saw this post many hours ago and only just decided to comment.

She has no body tone whatsoever.

The message is clear:  starve yourselves girls but remember to get fake tits!

I find this ad perversely hilarious because neither Victoria's Secret nor Aerie actually sell bras larger than DD. So basically, if you have boobs smaller than DD, you should buy their pushup bra to look like you have larger breasts, but if your boobs are larger than DD, you don't get to wear their lingerie. 

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Thank you.

the thing i find interesting is that the ad specifies that this woman is 2 sizes smaller than she appears, instead of implying that is a common natural shape for someone.  i had small boobs when i was a teenager, but never bought a pushup bra because it seemed like lying.  i actually also never had a situation arise where someone was going to see my bare boobs, but if they did, then they'd find out my secret small boobs!  i mean, right?  that's why padded bras always confused me. 

discovering that people were obviously wearing pushup bras on tv to get their cleavage was -revelatory- for me.  i mean, i have larger boobs now (i'm 33).  but i still don't have cleavage like you see on tv.  i actually like that this ad is telling me it's ok to play with fashion (i mean, i don't find pushup bras uncomfortable, particularly. certainly they are less noticeably discomforting than high heeled shoes.)

but i'm an adult.  

i've shopped at aerie on the recommendation of friends (it is remarkably difficult to find cute, all cotton underpants with full butt coverage, seriously), and i didn't know their demographic was quite so young.  so i do see the ad differently now.  but i also still have a lot of trouble finding underpants.

Anybody but me notice that they markedly shrunk the model's head to make her breasts look bigger?

I agree with people that this ad is unrealistic. I don't think it makes many women at all feel good about their bodies....because even if you are actually as thin as that model(and I am)....large boobs don't tend to go hand in hand with being a size 0. It just doesn't happen except in very rare cases(and if you do actually have big boobs while being thin people will constantly assume they are fake which I'm sure can't be very nice either....I know I get annoyed when people assume my blonde hair is fake since so many girls dye their hair that colour...it's just not a nice feeling when people think things you have are fake when they aren't).

I do also get tired of how models are consistently almost always very thin. Sure I'm a size 0 myself but I don't think it helps anyone because then people like me get backlash from people assuming we starve ourselves and we just get that negative obsession directed at us....and I really don't want that. I don't want other women to feel bad about not being super thin and I also don't like the rude comments I get for being thin that is created out of jealousy in some cases but also people making assumptions about my health due to the fact that the fashion industry has had an influence on making anorexia a bigger problem in the world(and yes some people really do have eating disorders and need help but people need to stop assuming that about every thin person they see). I'm sure that if models were more various sizes I wouldn't get as many people making assumptions about my health due to me being thin and I also wouldn't get the other forms of blacklash.

I do hate the stuff larger people get too. I mean if I can be naturally a size 0, people can be naturally a much larger size too. So I get tired of people assuming that people who weigh more are lazy and eat too much. People are just different and I wish society would just embrace it all and have models to represent all sizes....besides it would help everyone figure out how the clothing would look on their own body if they could see pictures of models their own size wearing the clothing.

But that looks like my body. It's not an impossible body. I don't have an eating disorder, I just have large breasts and am thin and it's a totally natural body. As a feminist, I find this kind of language about bodies really troubling, like my feminism is invalidated somehow because my body type is used to sell bras or something. When I look in the mirror I feel like I am looking at a stereotype instead of my own body. It's awful.