Lane Bryant's New #ImNoAngel Campaign Redefines Sexy

The lingerie ads feature the industry's top plus-size models, and they have a powerful message.
People, Hairstyle, Chest, Photograph, Thigh, Style, Sitting, Beauty, Trunk, Youth,
Cass Bird/Lane Bryant

Lane Bryant is on a mission to change how we see sexy with its powerful new #ImNoAngel campaign. Top models, including Ashley Graham and Candice Huffine, pose together in the brand's Cacique lingerie line in both print and video ads shot by fashion photographer Cass Bird. The term "plus-size" isn't used once.

The images play off Victoria's Secret Perfect Body campaign—though no war is being started between brands. ("It's what you want it to be," Lane Bryant CEO Linda Heasley told on the resemblance. "The intent is to be fun; it's tongue-in-cheek.") A social media campaign, asking for women to share "your personal statement of confidence using the hashtag #ImNoAngel," is also part of the initiative.

#ImNoAngel is part of the company's larger mission to rebrand itself, according to Fashionista, as it rolls out more fashion-focused collections. (Designers Lela Rose and Sophie Theallet have collaborated with the brand in the past.) "We believe it's about fashion, and all women deserve fashion," Healey told the outlet. "There are many women who are proud to say they're plus, and women who aren't comfortable saying that. It's about making all women feel beautiful and sexy; they don't want to be constrained."

Watch the campaign below and learn more on the site.

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