Brandon Ingram
American Eagle's new denim campaign doesn't Photoshop celebs like basketball player Brandon Ingram.
American Eagle

The INSIDER Summary:

  • American Eagle's new ad campaign is completely free of Photoshop.
  • The retailer continues to be praised for not editing its models.
  • Its latest denim campaign, #ICAN, features models including Iskra Lawrence, who is against using Photoshop, and Halima Aden, a popular hijab-wearing model.

American Eagle is occasionally in the news for offering impossibly small sizes, especially when it comes to jeans.

Given its limited sizes, you might be surprised to learn that the retailer doesn't use Photoshop on its models.

While it's not a new decision, the brand's latest ad campaign (which we first spotted on PopSugar) makes an effort to show its clothes on more realistic bodies. 

The airbrush-free photos for its fall 2017 denim campaign, #ICAN, feature models like Iskra Lawrence. The model has spoken out against using Photoshopped images in the past, and is an ambassador for American Eagle's sister store, lingerie company Aerie, which also uses unretouched photos.

Iskra Lawrence
Iskra Lawrence is an ambassador for the National Eating Disorders Association.
American Eagle

Halima Aden, a Somali refugee who became the first hijab-wearing model to walk the fashion week runway, also makes an appearance in the campaign.

Halima Aden
Halima Aden was the first model to wear a hijab on the cover of Vogue.
American Eagle

Model and professional bull rider Bonner Bolton, who survived a spinal cord injury in a riding incident, was featured wearing a plaid shirt and jeans.

Bonner Bolton
Bonner Bolton had a life-changing riding accident.
American Eagle

22-year-old rapper Joey Badass wore an "AE" logo hoodie and jeans.

Joey Badass
The rapper debuted his first mix-tape five years ago, and has recently become famous.
American Eagle

Model and actress Amanda Steele posed on top of a car wearing ripped jeans.

Amanda Steele
At 10 years old, she was making YouTube videos.
American Eagle

Professional basketball player Brandon Ingram wore double denim for the ad. 

Brandon Ingram
The LA Lakers forward wore a patchwork-style shirt.
American Eagle

It's worth noting that, while these images aren't Photoshopped, they seem to be posed in careful lighting, and — like American Eagle's sizes — don't exactly represent a wide range of body types.

At least the images are slightly more realistic. It's a step in the right direction, albeit a small one.