Although Lane Bryant, a plus-size clothing company, might be late to the party parodying and criticizing Victoria’s Secret ideals of the body, what’s important is that another company is taking on VS’s ridiculous framing of what a lingerie-clad body should look like.
Here at SheRa Mag, we’re perpetually fascinated with the body, body confidence, and propagating women of all shapes and sizes (stay tuned for our next issue…). So it came as a welcome surprise to see Lane Bryant’s new marketing campaign, in the heels of something similar from Dear Kate last year in the wake of VS’s controversial “Perfect Body” ad. Lane Bryant takes it one step further and turns VS’s idea of angels on its head with the #ImNoAngel hashtag. The company says on its website that “women who wear Cacique know that sexy comes in many shapes and sizes. They’re no angels—and they own it.” Ouch.
Then, Lane Bryant invited women to post their own “personal statement of confidence” with the hashtag on social media. On Twitter especially, this has caught on like wildfire…and just like the #fatkini hashtag, is sure to do wonders for promoting positive body image. With Lane Bryant’s campaign, women who are called ‘big’ or ‘curvy’ or ‘plus-size’ or whatever other label is bestowed upon them can defy stereotypes that only slim women should wear and/or be photographed in lingerie. Granted, the campaign itself features six of the biggest plus-size models working in the USA today, but at least they represent the population more accurately, body size wise. (The “average” American women wears a size 14, with plus-sizes, often classified as 14 to 34, accounting for 67% of the population).
Check out some of the pics from the campaign, the public’s reaction with the #ImNoAngel hashtag, and the video for the ad below.
All images from lanebryant.com.