Lane Bryant's #PlusIsEqual Campaign Fights for Fair Representation for Women of All Sizes

09/15/2015 at 01:48 PM ET

Lane Bryant is back at it! The clothing retailer has launched a sexy new ad campaign, dubbed #PlusIsEqual, to pair with its fall collection. Spoiler: It’s fierce.

Lane Bryant PlusIsEqual campaignCourtesy Lane Bryant



The sexy images, shot by renowned fashion photographer Cass Bird, features six plus-size industry favorites, including Ashley Graham, Candice Huffine, Precious Victoria Lee, Justine Legault, Georgia Pratt and Sabina Karlsson.

Each model is wearing pieces from the collection — from figure-forming dresses to chic skirts and trousers — in the black-and-white photos.

Lane Bryant PlusIsEqual campaignCourtesy Lane Bryant

The “PlusIsEqual” movement strives to give women — of all sizes — equal representation in the media. “Sixty-seven percent of U.S. women are size 14 to 34, but they’re underrepresented on billboards, magazines, TV … everywhere,” according to the brand.

“Size shouldn’t matter when you’re talking about a woman who just wants to be fashionable,” Graham said in a statement. Huffine added: “We’re proud, strong, fashion-forward, stylish … same as anyone else, with extra curves.”

RELATED PHOTOS: Ashley Graham: 2 Days in the Life of the Plus-Size Modeling Sensation

Lane Bryant PlusIsEqual campaignCourtesy Lane Bryant

#PlusIsEqual is the second major campaign for the retailer following its #ImNoAngel ads last spring, which aimed to redefine society’s traditional vision of sexy and features models while taking a jab at Victoria’s Secret’s recent “Perfect Body” images.

“Our ‘#ImNoAngel’ campaign is designed to empower all women to love every part of herself,” Lane Bryant’s CEO and President, Linda Heasley said in a statement. “Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way.”

What do you think of Lane Bryant’s latest campaign? Share below!

–Sarah Kinonen

RELATED VIDEO: New Lane Bryant Lingerie Ad Takes Swipe at Victoria’s Secret

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Showing 14 comments

Own it on

These full figured women are what I think a woman should encompass. Curves! However, not everybody has the same idea of beauty. To some it is a size 0. That is fine. We should all embrace and work what we have. There is no woman more beautiful than a confident woman!

guest222 on

No Tess huh? Guess she’s too obese.

Kris on

There is nothing healthy or sexy about being overweight. In fact it’s even worse as showing models who are too skinny. The whole fashion industry is somehow lost in either showing skinny or fat. Where is the image of a normal heathy body? That would be a good example.

Sista on

I don’t want to be reminded I need to get in shape for health reasons BUT I loved my LB swimsuit and cover up for a recent cruise!!

Gracey on

The sad thing is a plus size mannequin is a size 12. What do you think about that? Beauty is in the eye of the beholder. I’m glad that as women we are not all alike. I DON’T want to look like one of the 12 yr old boy shaped models that are walking the runways now days. I’m a woman, I have curves and I’m healthy so GET OVER IT!

Yep on

Sorry fat is not attractive and no amount of saying it is will make is so. We are fat and unhealthy in America.

Reubetta on

I just loved the commercial with the fuller size models!!!!! I mean it’s about time and bravo to lane Bryant for putting it out there that big girls look just as goo if not better than a skinny minny!!!!
Thank you for stepping out of the box guys. You are now my hero!!!!

jonahfalcon on

That last pic looks like they’re about to do the Cell Block Tango. “He had it coming! He had it coming! He had it coming all along!”

lessoeursshop on

Size Diversity rules! This Campaign is amazing!

stillwaters on

Some of the women on this commercial are obese. Do they want to glamorize diabetes, heart disease and many other health problems? And for whom? Young girls who see this? Layne Bryant is being truly irresponsible.

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