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Why Lane Bryant’s #ImNoAngel Campaign Rocks

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Yesterday, on Facebook, I excitedly shared the Lane Bryant #ImNoAngel commercial that directly comes for their once sister brand, and makes an amazing statement around redefining beauty. This 30 second video and images shot by famed photographer Cass Bird, features the popular plus size models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday! Their message? “I’m No Angel”

Why #ImNoAngel?

Lane Bryant ImNoAngel Campaign via

Lane Bryant shares:

“The #ImNoAngel hashtag was created as a headline provoking all to come together in redefining the ideals of sexy with the hopes of igniting a significant revolution. In conjunction with the national advertising campaign, Lane Bryant invites anyone and everyone to join in the movement with a selfie that showcases their own idea of sexy. Using “#ImNoAngel” – written in lipstick on a mirror- all are encouraged to share their images across the brand’s social media channels as well as through their own personal channels.”

I love this for so many reasons.

Did you miss the commercial?

First Look: Had to share the FULL #ImNoAngel as Lane Bryant redefines sexy with their Dope campaign! !!!!!!

Posted by The Curvy Fashionista on Monday, April 6, 2015

We have NOT had a major plus size retailer make and take such a firm stance, SO LOUD and CLEAR across all media channels like this, affirming our beauty, our bodies, and giving us a presence so confidently. Yes, this is only the beginning and we have ways to go but this message, call to action, and execution? Bold, daring, and fun.

“We’re not throwing shade, but we’re definitely throwing curves,” Lane Bryant President and CEO Linda Heasley told the Daily News.

Lane Bryant ImNoAngel Campaign via TheCurvyFashionista.comI mean! When was the last time you heard a CEO of a plus size company speak out so directly, loudly, and pointedly?? I mean, in a time where you have another plus size retailer rebranding, using size 4, 6, and 8 models for their plus size offerings along with a spokesperson who is far from plus, who doesn’t even want to chat with us (bloggers and readers- I have tried), Lane Bryant is doing something that is monumental for the industry and community.

And this campaign? It is interactive. It is more than the models saying a sassy, cute, and empowering declaration, Lane Bryant has pointedly invited YOU and me to join the movement to SHOW everyone who WE are and what WE look like.

“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,” said Lane Bryant CEO and President, Linda Heasley.

Lane Bryant ImNoAngel Campaign via

Come on Miss Linda! Speak. And I have to say, after having a few pointed conversations with Miss Linda and the new CMO (along with quite a few other plus size bloggers and plus size magazines), about our thoughts around the “plus size” debate, the challenge we gave to them to make and take a stance, and to use their name and voice, this is a hell of a response and with our help, we can help amplify it.  

Via Lane Bryant  and their Facebook page, you can submit, peruse, and join others in showing off how awesome your curves and just how you define #ImNoAngel.

I know I am working on this myself and what about you? Is this something you will join to show the varied shapes and sizes of beauty? I want to know what you think…

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Written by Marie Denee

I am the Editor in Chic of The Curvy Fashionista. Often goofy. Forever emo. Always a Virgo. You can find me somewhere grooving to 90s R&B.

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