Represent the Real You: Why Aerie’s Campaign Moved Me — and What It Means for Modern Branding

In my early 20s, I was diagnosed with Type 1 diabetes — a moment that changed my life forever. While I grew up with a deep understanding of the condition (my dad is also diabetic), nothing prepared me for how different it would feel to live it. Overnight, my routine changed. I was injecting insulin at dinners with friends, wearing visible medical devices, and constantly fielding questions. Physically, I adjusted. But emotionally? It was tough.

Wearing a Dexcom on my arm or navigating public spaces with a medical device felt isolating. And for a long time, I tried to hide it. Not because I was ashamed, but because I didn’t feel represented. It’s hard to feel confident when you don’t see anyone who looks like you reflected in the world around you — especially in media and marketing.

That’s why Aerie’s #AerieREAL campaign stopped me in my tracks.

Representation That Feels Real

I was at the mall with my younger sister — who was also recently diagnosed with Type 1 diabetes — when we noticed something that made us both smile. A model in an Aerie ad was wearing a Dexcom, just like us. No spotlight, no explanation — just real. For the first time, I felt seen. I felt normal.

Later, I looked up the campaign: “Represent the Real You.” It wasn’t just about diabetes — it was about all the little things that make us feel different. Scars, stretch marks, disabilities, medical devices, body shapes. The campaign didn’t highlight differences to separate — it blended them into the fabric of everyday beauty. And that’s powerful branding.

Why This Matters (and What Brands Should Learn)

Authentic branding isn’t just a trend. It’s a movement — one that recognizes and reflects the real people behind the products. Aerie’s commitment to removing photo retouching and showcasing unfiltered, diverse beauty isn’t just smart marketing. It’s meaningful. It builds trust. It builds community. It builds brands that matter.

As someone who helps businesses develop meaningful brand identities, this campaign reminded me just how impactful representation can be. One billboard made two girls with Dexcoms feel like they belonged. Imagine what intentional, inclusive branding could do on a larger scale.

Representation Builds Confidence

The truth is, many people with Type 1 diabetes (especially young women) feel the need to hide their devices or downplay their diagnosis.

I hope more brands take a page from Aerie’s book and choose to see the beauty in every kind of human experience. Because little girls at the mall shouldn’t grow up feeling like they don’t fit the mold — they should grow up knowing there’s nothing more beautiful than being fully, unapologetically themselves.

Final Thoughts

I’m so grateful for brands like Aerie that are using their platforms to shift what beauty and normalcy look like. This is what modern branding should be — honest, inclusive, and rooted in real stories. As a designer and strategist, it’s my mission to help businesses do the same: to build holistic brands with strategy, story, and soul.

Let’s keep pushing for representation that empowers — because that’s how you build a brand people believe in.