Remember that body-positive underwear campaign for men? The one featuring men of all shapes and sizes that aimed to "help guys feel more comfortable in their own skin"?
It was an April Fool.
Aerie, the American intimate apparel sub-brand owned by American Eagle Outfitters, introduced a company-wise anti-retouching policy and the #AerieReal campaign last year.
So when they introduced the #AerieMAN campaign - "a new line of underwear and a series of videos showing men everywhere that 'The real you is sexy'", it wasn't exactly hard to believe.
Because you know, body positivity for women should be applauded, but for men it's just HILARIOUS, right?
The video was always a little silly, but we had the faith to believe it was just being tongue in cheek.
The company confused everyone too, because instead of pulling the joke on, you know, April Fool's Day, the 'campaign' was released days before.
Uncomfortably, it also came just days after IMG Models, one of the world's biggest modelling agencies, decided to create a world-first plus-size male division.
The press release containing the big reveal said this:
"Following the successes of the Skinny Skinny Jean in 2013 and American Beagle Outfitters in 2014, the brand reveals today its #AerieMAN campaign, featuring a mix of quirky characters of different sizes and personalities sharing 'real life' stories in their skivvies, was all in good fun to parody the #AerieReal campaign by Aerie, a leader in body-positive marketing."
It also explained that Aerie will stop retouching male models in their pictures as of next year and that its parent company American Eagle Outfitters will pledge $25,000 to the National Eating Disorders Association.
Ummm, considering the company's gross income was $213.29 million in the past year, you've gotta wonder if they've done more harm than good.
Shame eh? Sorry average-looking men, maybe next year.
Feature image: YouTube/American Eagle Outfitters