CONSENT NOT CLOTHES
The first response to sexual harassment is questioning what the victim was wearing, insinuating that the 'proper outfit' would have somehow prevented it from happening. We challenge this notion with Aerie's new line of clothing.
THE CLOTHING LINE
Where a consumer would expect to see dreary washing instructions, Aerie creates a moment of pause by giving them instructions to avoid sexual assault instead.
THE ONLINE STORE
The clothing line will be available online and in-store. The lines throw light on rampant victim blaming in society.
All proceeds from these items will go towards organizations like UN Women, RAINN and Safe Horizon.
Changing the conversation
Aerie gets the word out through contextually placed posters.
Addy New York City, Gold
Addy District 2, Gold
For UN Women