'I'm No Angel' Campaign Challenges Victoria's Secret's 'Perfect “Body” '

Lane Bryant aims to send an empowering message with its new hashtag.
(Photo: Twitter/Lane Bryant)
Apr 7, 2015· 1 MIN READ
Jennifer Swann is TakePart’s culture and lifestyle reporter.

If Victoria's Secret models are angels, then Lane Bryant models are the anti-angels: curvier and far more representative of the average American woman.

Lane Bryant is seeking to distance itself from Victoria's Secret, which controls more than a third of the lingerie market, with its new tongue-in-cheek tagline and social media hashtag #ImNoAngel. The campaign features a video of six lingerie-clad women, including Swimsuits for All spokesperson Ashley Graham, talking about what makes them feel sexy. "It's all about how you feel," one model says.

Lane Bryant exclusively caters to women sizes 14 to 28 but rejects the limitations of the term "plus size," which has recently come under fire by the social media campaign #droptheplus. By contrast, Victoria's Secret offers panties up to size XL, the equivalent of a size 16, despite that customers have long petitioned for them to offer bigger sizes.

A separate petition against Victoria's Secret was launched late last year in response to a campaign that featured thin, similarly shaped models along with the slogan "The perfect 'body.' " Responding to the overwhelming criticism, the retailer quietly altered the slogan to "A body for every body," many outlets reported in November.

British lingerie company Curvy Kate recently spoofed Victoria's Secret controversial "perfect 'body' " ad by posing models of different body types in the same way.

"The women in the [Victoria's Secret] campaign are beautiful," a Curvy Kate exec told Glamour U.K., "but we think that every woman is beautiful in her own right and should be represented fairly in the media too."

This post has been revised to reflect the following correction:

Correction April 8, 2015
An earlier version of this article misattributed the brand that spoofed Victoria's Secret "Perfect 'Body' " campaign. It was Curvy Kate.