Lane Bryant Takes Aim at Victoria’s Secret Campaign

Lane Bryant’s new #ImNoAngel campaign takes aim at a similar ad from Victoria’s Secret

Specialty size retailer Lane Bryant has launched a masterful marketing campaign aimed squarely at images of airbrushed and super skinny models. The campaign, launched with social media hashtag #ImNoAngel, shows ordinary women posing before the camera and celebrating their curvy shapes.  The models are posing in Lane Bryant’s lingerie line Cacique in a pose similar to a 2014 Victoria’s Secret campaign.  The campaign message is that beauty is not about size.   

Twitter users are loving Lane Bryant’s new #IMNOANGEL campaign and voicing support online.

“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,”  says Chief Executive Officer Linda Heasley

Lane Bryant’s campaign is a masterful counter to complaints from consumers via reddit posts and blogs that Victoria’s Secret discriminates against plus-size customers.’I am plus-sized and came in looking for some lingerie for a special occasion and the seventeen-year-old, size three sales associate, while looking down her nose at me, told me that I’d be better off going to Lane Bryant and that her store had nothing for me,’ commented Sara Crow on Styleite.

I don’t know if Victoria’s Secret discriminates against consumers or not because I don’t shop there. I stopped shopping there in 2008 when consumers filed a class action lawsuit against them based on claims that Victoria’s Secret put Formaldehyde in their bras.

If you’re online today, check out Lane Bryant’s ad and the conversations around the #ImNoAngel hashtag.  I think this campaign is resonating with a lot of consumers.