Dive Brief:
- Lane Bryant is pitching its Cacique lingerie line with an ad featuring plus-sized models with the hashtag #ImNoAngel.
- The ads mimic the style of a recent Victoria’s Secret campaign that resulted in body-shaming accusations.
- The campaign is scheduled to run on television and in print, outdoor, and social media channels.
Dive Insight:
Lane Bryant’s new campaign for the Cacique lingerie line features the hashtag “I’m No Angel” and a number of plus-sized models. The campaign, seen as a response to a recent Victoria’s Secret ad accused of body shaming, is set to run on television, in print and on billboards, as well as in stores and on the company’s social media channels.
Social media efforts include an invitation to customers to contribute a selfie showcasing what sexy means to them. “Our #ImNoAngel campaign is designed to empower all women to love every part of herself,” said Linda Heasley, Lane Bryant CEO and president, in a statement.