These unretouched photos show why Victoria's Secret's top competitor is thriving

American Eagle's lingerie brand, Aerie, is thriving.Though the growth isn't as massive as last quarter's impressive 32%, comparable sales for the second quarter were still up by24% for the brand, which is still far more impressive than many struggling retailers' recent results.Parent company American Eagle saw comparable sales grow by 3%.Since abandoning Photoshop in 2014with its #AerieREAL campaign,the company has consistently seen sales soar, quarter after quarter. GO girls! $20 Bralettes & $25 Bras ends tonight. A photo posted by aerie (@aerie) on May 22, 2016 at 2:05pm PDTon May 22, 2016 at 2:05pm PDT Spokesmodel Iskra Lawrence has become something of an ambassador for body positivity. All Undies 10 for $35 all weekend! ALL means NEW Sunnie Undies, too! Shop now in stores & online. A photo posted by aerie (@aerie) on Aug 5, 2016 at 7:00am PDTon Aug 5, 2016 at 7:00am PDT The company's latest campaign, Share Your Spark, takes it a step further.Rather than just showcasing unretouched models, the campaign showcases a variety of women in addition to models ' like bloggers, designers, and more. Ends tomorrow! Buy 1 bra get 1 FREE with the link in our bio. A photo posted by aerie (@aerie) on Aug 13, 2016 at 6:11am PDTon Aug 13, 2016 at 6:11am PDTBut first, we are bras! Buy 1 bra get 1 FREE with the link in our bio. A photo posted by aerie (@aerie) on Aug 11, 2016 at 6:50am PDTon Aug 11, 2016 at 6:50am PDT"Never compare yourself, you are perfectly you." - Blogger & Photographer @MandyHolesh What advice do you have for other girls' Share your spark with #AerieREAL! A photo posted by aerie (@aerie) on Aug 7, 2016 at 10:35am PDTon Aug 7, 2016 at 10:35am PDT Though the campaign debuted after the second quarter closed, it cements the company's commitment to showing today's version of beauty to its female customers, which is a more realistic portrayal of women that some of its competitors have historically showcased. Last day to buy 1 bra get 1 FREE! Shop now with the link in our bio. A photo posted by aerie (@aerie) on Aug 14, 2016 at 10:08am PDTon Aug 14, 2016 at 10:08am PDT It helps that the brand believes it selling more than just apparel."Retailis a tough business today, there's no doubt. What we're doing today is really special because today [it's] not just about selling product, it really isn't. It's about driving something that the customer really believes in," Aerie's Global Brand President, Jennifer Foyle, said to Business Insider in an interview this summer.And given the consistent growth, it's evident that this strategy is paying off.SEE ALSO:Victoria's Secret might become the next Abercrombie & FitchJoin the conversation about this storyNOW WATCH: Panera Bread CEO says he was 'offended' by this McDonald's commercial
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