There’s been a lot of buzz in the air lately over airbrushing. After Jezebel reportedly offered $10,000 for un-retouched photos of Lena Dunham’s Vogue photo-shoot, it suddenly turned into a referendum on female beauty standards and the ethics of this kind of image editing (and marketing).

Not that we haven’t been here before. But Lingerie company Aerie (whose parent company is American Eagle) weighs in, addressing the issue head-on with this smart new campaign.

See more from Aerie here.