Lane
Bryant is known for its plus-size clothing, but the company is
confronting its lingerie rival dead on with a new “#ImNoAngel” campaign that
challenges the notion of beauty.
“We’re not throwing shade, but we’re definitely throwing curves,” Lane
Bryant President and CEO Linda Heasley tells the Daily News.
The new campaign, shot by fashion photographer Cass Bird and rolled out
with a celebratory tour bus ride in Manhattan, features sexy size 14-28 undergarments
— and the banishment of the term “plus size,” which some say stigmatizes big
girls.
Sports Illustrated swimsuit issue superstar Ashley Graham poses for Lane Bryant’s new lingerie ad.
“It’s about great fashion so we lead with that, not size,” says
Heasley.
There’s more than a cheeky slogan behind this campaign. Lane Bryant is
trying to tap deeper into the $17.5 billion plus-size clothing market.
The average American woman — who’s closer to size 14 than the size 0’s
in a Victoria’s Secret catalogue — will find a lot to love. Indeed, the average
woman can’t even shop at Victoria’s
Secret.
The new Lane Bryant campaign features full-figured angels like Ashley
Graham, the size 16, 36-30-46 brunette bombshell last seen in the
groundbreaking Swimsuits For All ad in Sports Illustrated.
In the “ImNoAngel” campaign, Graham and fellow models Marquita Pring
and Candice Huffine are posed purposefully to rebut the Victoria’s Secret
“Perfect ‘Body’” campaign last year, which presented women so unlike normal
Americans that the lingerie giant was accused of “irresponsible marketing” in a
Change.org petition.
By comparison, regular women are already tweeting pictures of
themselves with the hashtag #ImNoAngel — though Lane Bryant isn’t the only
retailer catering to full-figured gals.
Late last year, Calvin Klein chose size 10 model Myla Dalbesio to
appear in the company’s underwear ads. In January, Target launched its first
plus-size clothing line, Ava & Viv. And new online sites like ModCloth and
Eloquii are also targeting the average American female group.
Victoria’s Secret did not respond to a request for comment from the
Daily News.
“I searched their racks for my size only to be told that they
don’t carry (sizes) that big and to go to Lane Bryant,” Mary W. wrote on Reddit
in an “open letter” to Victoria’s Secret.
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