Lane Bryant's models proclaim that they are not "angels" — that is, they are women with curves just as sexy as the competition's supermodels.
Their racially diverse campaign for their Cacique lingerie collection features prominent plus-size models Candice Huffine, Ashley Graham, Marquita Pring, Victoria Lee, Justine Legault and Elly Mayday.
"Our #ImNoAngel campaign is designed to empower ALL women to love every part of herself. Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way," Lane Bryant CEO Linda Heasley said in a statement to Bloomberg.
Whether you want to keep or drop the plus, Lane Bryant's #ImNoAngel campaign is shattering the myth that only certain types of bodies are sexy.
"How boring would it be if we were all the same?" one models asks in the campaign video. Another adds that sexy is "all about how you feel." Indeed, sexy is a state of mind, and a powerful one at that.
Their media campaign asked women to "share your sexy," and they have, by the hundreds on social media, from Tumblr to Twitter. The company has promoted these images, including ones of their own models, on their site in order to foster a collective feeling of empowerment.
Many on Twitter and Instagram are celebrating the new campaign — and Lane Bryant's perceived dig at Victoria's Secret:
Lane Bryant, for its part, contends that they "aren't throwing shade" at Victoria's Secret:
The company is turning a new leaf on the current body positive, #EffYourBeautyStandards movement. Let's hope that in the vein of affirming all body types, they keep their playful banter above the belt, because what they're doing is monumental.