When Lane Byrant’s newest CEO Lina Heasley joined in 2013, she had a new direction in mind for the plus-size retailer. Her plan for the brand was to “change the conversation,” when it came to plus sized women and fashion. Most brands that target the average woman fail to provide with fashion-forward pieces. Since Heasley’s arrival, Lane Bryant has started to make progress in that direction.
“We’ve been wanting to do a campaign to reintroduce Lane Bryant to a new generation of women, and to reacquaint prior clients about the direction of the brand,” says Heasley. “It’s important to come out strong. We also heard from our clients and the blogging community that Lane Bryant needs to stand tall on this.” While she says the campaign is about starting a conversation generally, she wanted to start with lingerie because she’s found that customers have a particularly emotional reaction to the category and felt it would be most effective in Lane Bryant’s efforts to “redefine sexy and notions of beauty.”
The #IMNOANGEL ad campaign kicks off with a series of print ads and a TV commercial shot by photographer Cass Bird. The ad campaign stars prominent models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday.
Check out the ad campaign below.