Lane Bryant's #ImNoAngel Campaign; Empowering Women Everywhere

For the last few weeks, thousands of women have been taking to the internet, posting pictures with the caption “#ImNoAngel” in support of Lane Bryant's new campaign. 

            For those of you who are not familiar, Lane Bryant is a women’s retail company primarily involved in plus size clothing. Current advertisements for Lane Bryant include plus size models in lingerie, proudly saying the slogan, “I’m no angel; I’m all kinds of sexy” which may or may not poke fun at Victoria Secret and its “angels”. These ads encourage all women to take their pictures to the internet, posting photos of themselves with the caption #ImNoAngel.

         The commercials feature plus sized models, including Ashley Graham, the first ever plus sized model featured in the Sports Illustrated Swimsuit Edition. These ads are different than other lingerie ads as these models can be seen sporting lingerie in their natural bodies, without any digital alterations. Throughout the commercial the models say things such as “how boring it would be if we were all the same” and “it’s all about how you feel”. Campaigns like this aim at more than just selling their product, but also pushing a moral imperative which many believe is healthier than what other companies have been pushing along for so long.

            Luckily, this bold move by Lane Bryant is not the only ad we have seen that is going against the norm. Companies like Dove and Special K have been setting their ads on empowering real women, not what is portrayed by the press. Even companies including Aerie and Seventeen Magazine have stated they will no longer alter pictures of models in response to a  growing number of people expressing their disappointment over the matter. Celebrities are also jumping in on the movement. Earlier this year Kiera Knightly and Lorde publicly protested the use of Photoshop in their own photos.

            So, is this ad a make or break for Lane Bryant? The campaign has created mixed emotions, as some are putting it down for “bullying” skinny women. Some go as far to say this ad portrays overweight and unhealthy women as a good thing.  On the contrary, I believe that what Lane Bryant is doing is empowering to women. Their ads do not put down skinny girls, but instead gives confidence to all females. It encourages every woman to be her own person and to feel comfortable inside her own skin. Not to mention creating an outstanding amount of talk amongst the public.

            Whether or not Lane Bryant’s sales will benefit from their new campaign is yet to be determined. What is for sure is that the company’s advertising and public relations teams deserve their fair share of praise for creating a unique ad that spread like wildfire. This ad goes against all the norms and trends that society has been exposed to for the last two decades. But its message is genuine and stands for something much bigger than selling a product. This campaign sells a healthier idea to women and if more companies get on board, it could change the industry forever.