Lane Bryant is at it again. Following its collaborations with Isabel Toledo, Sophie Theallet, and Lela Rose, the plus-size mega-retailer has moved on to its latest high-fashion collab. But this time it’s different…
In lieu of tapping high-profile designer talent, the company assembled a front-of-the-line creative team made up of famous fashion photog Cass Bird, stylist Kathryn Neale, and the advertising agency behind Tom Ford, Chloé, and Diane von Furstenberg (to name a few), Laird + Partners. Together, they formed #ImNoAngel.
The campaign invites the world to celebrate women of all shapes and sizes by redefining society’s traditional notion of sexy with a powerful core message: All women are sexy. (Amen!)
Models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault, and Elly Mayday star in the images for Lane Bryant’s lingerie line, Cacique, and the beauties went without much hair and makeup (and the pics didn’t see a ton of photoshopping).
Thanks to the undone nature of Cass Bird’s photos, #ImNoAngel marks the first time a major plus-size retailer has used overtly natural images for advertising. Whether you may realize it or not, that message is powerful. Think about it: We constantly see androgynous, underdone, or raw styling in high fashion or “straight-size” fashion, but when was the last time you saw anything but Happy Fat Girl in a plus-size advertisement? That changes now.
As if that weren’t enough of a shake-up, make note that in addition to the company’s regulars (Graham, Huffine, Pring, and Legault), we are introduced to Lee (above) and Mayday. Lee offers up an extra dose of diversity, while Mayday shows viewers some adversity. (In case you missed the memo, she’s an ovarian cancer survivor and activist.)
If you can’t tell, I’m excited about this campaign and all the messages it sends! It’s time to change the way fashion sees the plus-size realm, and you can help! The way to play? Grab a red lipstick and scrawl what makes you sexy across your mirror, snap a selfie, hashtag #ImNoAngel, and post.