Plus-size retailer hits out at Victoria's Secret

Plus-size fashion retailer Lane Bryant has taken a swipe at Victoria’s Secret with a new campaign that aims to redefine society’s traditional notion of sexy.

In a series of ads, models pose in the company’s lingerie line Cacique, championing the message that sexy doesn’t come in one size with the hashtag #ImNoAngel, a dig at the title given to Victoria’s Secret’s supermodels.

The campaign also takes aim at Victoria’s Secret’s controversial ‘Perfect Body’ ad, which featured the slogan splashed over images of slender models.

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Victoria’s Secret faced a backlash of criticism on social media in October 2014 and was forced change the campaign’s slogan to ‘A Body For Everybody’.

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

#ImNoAngel kicks off with a series of TV advertisements and photographs taken by famed photographer Cass Bird, starring top industry models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday.

Lane Bryant is based in the US and distributes fashion in sizes 14-28 across the globe. Its Cacique lingerie range comes is available in sizes 36-50 C-DDD (UK size 36-50 D-F), 40-44B (40-44C) and 38-44FGH (38-44GHI).

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