Plus-size clothing store Lane Bryant has rolled out a spring campaign called ‘I’m No Angel’ to promote its lingerie line along with the message that all women are sexy.
The campaign, created by agency Laird+Partners, is an obvious dig at Victoria’s Secret Angels as it challenges society’s traditional idea of what sexy means with a spot featuring models donning the brand’s lingerie while playfully saying, ‘How boring would it be if we were all the same?’ and ‘I mean honey, have you seen all this?’
The TV spots and photos feature models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault, and Elly Mayday.
Linda Heasley, chief executive and president of Lane Bryant, said: “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.”
The campaign will feature photographer Cass Bird’s images and video of the models across Lane Bryant’s stores and social media channels as well as on billboards and public transportation.
Ashley Graham tweeted about her photo on NYC's F Train earlier in the week:
— Ashley Graham (@theashleygraham) April 8, 2015
Using the hashtag ‘#ImNoAngel,’ the brand is encouraging viewers to post selfies with ‘I’m No Angel’ written on a mirror on their own social media accounts.