Lane Bryant is trying to expand society’s definition of “sexy” and combat body-shaming with a new ad campaign that uses the hashtag “ImNoAngel,” a not-so-veiled jab at Victoria’s Secret “angel” models.
In the ads, popular models such as Candice Huffine and Ashley Graham pose in the retailer’s Cacique line of lingerie. Lane Bryant sells women’s clothing in sizes 14 to 32.
The photos and hashtag recall a controversial campaign last year by Victoria’s Secret that showed runway-thin models under the logo, “The perfect body.” The ads were roundly mocked for setting unrealistic body expectations.
“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’s CEO Linda Heasley said in a statement.
Unlike the Victoria’s Secret campaign, Lane Bryant’s message is going over well on social media.