This Year, AerieReal Is All About the Community
The other, which McCormick is excited to roll out later this year, is the Changemakers program: Members of the Aerie community can submit their personal stories and causes for the chance at a $20,000 grant from the brand, earmarked for helping them create change in their own communities. More on that is coming in October; for the time being, McCormick shares that there are 23 women who have been chosen by Aerie already, and that their stories will be followed throughout the next year.
"When we looked at how we want to evolve, what we do in Real, we said, 'We have to start with community first. We really have to amplify the voices that are within our ambassador program, that are within our newly formed Changemaker program,'" McCormick says. "It's an evolution of what the campaign has been doing. It's bringing more of our internal heroes to the forefront and having their voices be heard.
Celebrities remain a key part of that evolution: "We really embed them into the DNA," according to McCormick, noting that Aerie doesn't just sign them on as famous faces — they work with them on causes near and dear to their hearts. Raisman has stayed on, continuing her work with mental health advocacy. Ballerini and Gentry round out the high-profile side, each vocalizing their commitments to authenticity and inclusivity, respectfully. Adding to the influencer side of the #AerieReal roster are TikTok phenoms the NaeNae Twins and The Rollettes , a wheelchair dance team.
"With #AerieReal, it was rooted in community in the beginning, but now our base has grown so much. Those customers have grown with us," McCormick says. "They've evolved. They've had kids. They've been changed, and the impact that they've had as a result of the brand being there to support them, we feel it's important for them to speak up and to really drive a lot of what's happening.
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