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.
