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These unretouched photos show why a teen retailer is giving Victoria's Secret a run for its money

Mallory SchlossbergMar 9, 2016, 00:16 IST

Aerie

Aerie, American Eagle's lingerie brand, has captured the hearts of young women by using relatable models.

It stopped retouching images in 2014. Its #AerieREAL campaign celebrates women as they are.

Since removing altered pictures from its advertising, Aerie has seen a huge payoff. Sales skyrocketed a whopping 26% in the most recent quarter.

RBC Capital Markets wrote in a note that parent company American Eagle anticipates Aerie sales will reach $500 million in the coming years. That's still small compared to Victoria's Secret's $6.1 billion, but the rapid and swift growth is making it a viable competitor.

Further, these images from the lingerie company's Instagram - featuring women who are far more relatable than Victoria's Secret models - help show why Aerie is such a competitive name in the lingerie business.