#ThisBody: Lane Bryant launches latest national campaign

Building off of its runaway success of their #ImNoAngel and #PlusIsEqual campaign, fashion retailer Lane Bryant introduced their newest campaign: This Body. In their continued, positive effort to defy convention and portray body acceptance, the brand’s striking ad series will debut in the yearly swimsuit issue of Sport’s Illustrated. The series was shot by famed photographer Cass Bird and features top industry models including Ashley Graham, Precious Lee, Tara Lynn, Denise Bidot, and Georgia Pratt.

"We see the same stereotype of the plus size woman in the media: she is unhappy, projecting sort of a low self-esteem, not well dressed, and seemingly spends her nights at home dreaming of another life,” said Brian Beitler, Lane Bryant CMO. “‘This Body’ aims to celebrate who she really is. She is the voice of women everywhere.”

In a Refinery 29 interview, Lane Bryant’s CEO acknowledged that the right chords are being struck.

“We started the conversation with a bit of humor. We continued the conversation and focused on more and better representation with the #PlusIsEqual campaign. Today’s 'This Body' campaign cites the conversation as overdue, unavoidable, and a rapidly progressing cultural (r)evolution, and allows Lane Bryant to continue to be [a] platform for shifting perception. This campaign continues a provocative manifesto to remind the world what we stand for…”

The campaign, by NYC-based agency Laird + Partners, is being supported with the #ThisBody hashtage in social media and will be featured in stores, OOH, television and magazines.

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Doug Zanger

I am the Americas editor for The Drum. A geographic mutt, I was born in Minnesota (lived outside of Minneapolis until I was 12), lived in suburban Philadelphia, attended college in Denver and London — and have proudly called Portland, Oregon (and the Pacific Northwest) my home for 25 years. Sadly, I love Philadelphia/Portland/Oregon sports and Arsenal. I am deeply committed to telling the best stories possible, to not only legitimately engage, but to contribute something meaningful to the industry as well. Yes, marketing can change the world, and we will always do our best to ensure we are doing our part.

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