This lingerie brand for young women refuses to airbrush ads — and sales are soaring 21%

American Eagle's lingerie brand is thriving.

Aerie defied norms last year by abandoning photo retouching of its models.

The idea to use unretouched photos in ad campaigns dawned on the creative team as a way to appeal to young women.

"We definitely had a creative moment where the team got together, and we just said, 'really, what's happening today with millennials and the next generation?'" Aerie's president, Jennifer Foyle, said to Business Insider this summer. "And we really felt...

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