American Eagle has started using unretouched women to model their clothing and underwear to promote body positivity.

Aerie Releases New Unretouched Campaign

Gene Autry's Cowboy Code, circa 1940.

aerie Real Campaign: Body Positive or Body Shaming?, by Cassidy Crawford

World's Funniest Memes - The Most Funniest Memes Are on I Waste So Much Time

Why Victoria's Secret's idea of sexy may be killing its brand

Aerie's Share Your Spark Campaign Empowers Women to Love Their Bodies

Real Women Strike Back: Aerie's Rise Underscores Victoria's Secret Woes 12/13/2018

Aerie Model Brings National Attention to Ostomy Awareness - United Ostomy Associations of America

The #AerieREAL Campaign: Changing Women's Empowerment … One Bra at a Time, by Chloe Hart

Aerie Men Launches Body-Positive Underwear Campaign for Men