"How boring would it be if we were all the same?"
Plus size retailer Lane Bryant poses this question in its new advertising campaign #ImNoAngel, which aims to redefine sexy and celebrate beauty, regardless of size.
The campaign is taking a subtle jab at the skinny lingerie model trend popularized in part by Victoria Secret. Their message: Sexy has no limits.
Because all bodies are beautiful.
#ImNoAngel campaign was developed by the company's Cacique lingerie collection, that features well-known plus size models and positive body image activists like Ashley Graham, Candice Huffine, Marquita Pring and others.
Despite its positive message, there was some criticism that the campaign might be helping to justify a unhealthy lifestyle. But, according to Lane Bryant CEO Linda Heasley, that's very much not the case.
"Celebrating fitness is different from celebrating a very narrow point of view on what beauty and sexy is. And that's what we're challenging," Heasley said.
The campaign also encourages women to "share their sexy" with the world by posting a picture of themselves along with the hashtag #ImNoAngel.