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April 7, 2015

Lane Bryant Redefining Beauty And Challenges Victoria's Secret

Regardless of your size, the message of this new branded lingerie campaign with the French legislation passed last Friday is clear: sexy doesn't have to be just one size.

Let's kick off the new ad campaign everyone is buzzing about this morning, Lane Bryants #ImNoAngel.


The ads are clearly a dig at Victoria's Secret, which covers sizes on XL and 40DDD and promotes their lingerie with super-thin models next to the caption "Perfect Body." The company has been struggling with this for years and Lane Bryant's latest splash is responding to the public push for a more positive message, much like The Dove Campaign for Real Beauty did in 2004.

"Our 'I'm No Angel' campaign is designed to empower ALL women to love every part of themselves," Lane Bryant Chief Executive Officer Linda Heasley said in a statement. "Lane Bryant firmly believes that she is sexy and we want to encourage her to show it confidently, in her own way."

In support of the campaign, "real" women have taken to Twitter to celebrate the idea that perfect isn't so perfect, and that being happy and healthy in your own skin is more important than anything else.

The new ads come after last week's announcement that France is now banning 'skinny' models. The law passed by parliament is expected to pass this week and makes it illegal to send a woman who is just too damn thin down the catwalks of Paris. Specifically, she must provide a medical certificate showing that her BMI (body-mass index) is at least 18, which translates to, for example, 121 pounds for a 5'7 woman. Any company that fails to comply will be fined approximately 7,500 Euro ($8,100).

In addition, French magazines will have to disclose when a model's image has been edited to make her look slimmer, and cough up 30% of their ad revenue if they don't.

According to NPR, Spain, Israel and Italy have rules against ultra-thin models, but none go as far as the French measure.

It seems people are finally realizing that "plus size" is just as perfect as any other size, as long as you are healthy. Now that's something to celebrate.


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