Lane Bryant, the plus-sized women's fashion chain, has launched a new marketing campaign for its Cacique lingerie line that encourages women to take pride and joy in the many sexy shapes and sizes they come in ... unless they are Victoria's Secret models.
The new I'm No Angel (#ImNoAngel) campaign from Lane Bryat is a takeoff on "The Perfect Body" ad created by Victoria's Secret. The Victoria's Secret campaign met wide criticism for promoting unrealistic body images that led the retailer to change its headline to a "Body For Everybody."
Lane Bryant CEO Linda Heasley said the intent of her company's campaign is not about bashing Victoria's Secret.
"We admire Victoria's Secret — it's an amazing brand," Ms. Heasley told TODAY.com. "There's nothing I would say against them except that, arguably, their notion of beauty is a little narrow. What we wanted to do is stimulate conversation about redefining sexy."
The conversation taking place on social media has been overwhelmingly positive for I'm No Angel. Twitter user msweetenheart wrote, "@lanebryant...You rock and these women rock, Lane Byrant. True beauty! Lovin' #ImNoAngel."
There's no question that Lane Bryant has gotten the attention of the media with its new campaign, but will that translate into sales for Cacique?
