Lane Bryant’s ‘I’m No Angel’ Lingerie Campaign Promoting Body Diversity


Hooray for body diversity! We are seeing it spring up all over the place and it is awesome! Plus-size retailer Lane Bryant have launched a campaign called “I’m No Angel” for their Cacique lingerie collection, and it features a line of of women who are still considered somewhat of an anomaly in the fashion world.

Why? Because they aren’t a size zero. And just like the title suggests, they are alluding to the very dominant body image standards perpetuated by Victoria’s Secret whose annual runway shows, advertising and catalogs feature quite a limited range of bodies displaying the product.

According to Business Insider, VS controls 35% of the lingerie market, far more than any other retailer, so it’s quite a shame really that their advertising doesn’t cater to the undoubtedly diverse customer base they have.

Nevermind, because with the rise of plus size models infiltrating the fashion market and showing the world that more than one body type can be beautiful, the tides are slowly beginning to shift. Lane Bryant is stepping up the equality stakes with this campaign in a pointed message to Victoria’s Secret, while also empowering women larger than a size 0 that they are beautiful no matter what size.

“Our ‘#ImNoAngel’ campaign is designed to empower ALL women to love every part of herself,” said Lane Bryant CEO and President, Linda Heasley.

“Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way.”

The collection features familiar names in the plus-size modeling world such as Candice Huffine, Marquita Pring, Ashley Graham, and cancer survivor Elly Mayday.


The clever use of the hashtag means customers who buy the brand can share their photos wearing the Cacique collection. There are already over 4000 images submitted using the hashtag showing how needed this is for some women. While we applaud the way they are giving permission and a platform to women who feel like they have been excluded from the Victoria’s Secret club, it shouldn’t be about “us vs them” at all. Having body diversity means VS is just as relevant, but they shouldn’t be the ONLY lingerie brand available.

Being a size zero is not wrong and we don’t want to confuse our readers by saying we are shaming women who are naturally thin. The industry is definitely nowhere near drought status when it comes to marketing available for the smaller body sizes, which is why we feel it is important to amplify campaigns like Lane Bryant’s in the hope that the market share will even out a little for women of all body shapes.

On the website through the month of April and May LB is releasing videos of each model featured in the campaign in the hope that everyday women will be inspired to own their body image and rock what they’ve got. Because that’s what it’s all about at the end of the day. You can’t get rid of what you have (save for surgery to alter it) so you might as well love it.

And we should also give special mention to another lingerie brand Curvy Kate who, in response to Victoria’s Secret’s bad marketing decision with their ‘Perfect Body’ campaign, decided to share their own version of what a range of “perfect bodies” looks like with this image of models of all different sizes.


The ethnic diversity as well as body shape variations from both Curvy Kate and Lane Bryant is definitely moving in the right direction of what we need to see more of.

Curvy Kate recreated this image to promote their annual Star in a Bra contest which is how they find their lingerie models: real women who actually wear their product and can promote it to other women like them.

“With the public outcry for the use of more realistic images in the media, Star in a Bra champions the use of relatable role models and promotes a positive approach to body image. We want to show you exactly how our lingerie will look and fit on a variety of body shapes, cementing that there isn’t one type of perfect body,” says the brand about their mission.

We love campaigns and brands that are willing to acknowledge a diverse range of women in the world when it comes to selling a product. Women of all shapes, sizes, ages and ethnicities deserve to feel empowering in their bodies and we hope this growing trend of brands infiltrating the once-exclusive size-zero club continues.


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