Lane Bryant’s ‘I’m No Angel’ Campaign Takes Aim at Victoria’s Secret Ads

Los Angeles, CA

Plus-sized retailer Lane Bryant is looking to redefine the term “sexy,” with a commercial spot to counter the popular and long-running Victoria’s Secret “Angels” ads.

Bryant’s #ImNoAngel campaign’s video features plus-size models wearing underwear from the new Cacique by Lane Bryant collection, reports Adweek. A 30-second black and white spot features everyday women as models, and they all make one thing clear: they’re no “angels.”

“The Lane Bryant #IMNOANGEL initiative celebrates women of all shapes and sizes by redefining society’s traditional notion of sexy with a powerful core message: ALL women are sexy,” the brand says, per Adweek.

The company’s site also reads: “The women who wear Cacique know that sexy comes in many shapes and sizes. They’re no angels—and they own it. Join the women who are redefining sexy by posting your personal statement of confidence using the hashtag #ImNoAngel.”

It seems everyday women are enjoying the campaign, and have begun posting their own photos on Twitter and Instagram with the tag #ImNoAngel.

Graham was announced to be the first-ever plus-size model to appear in Sports Illustrated magazine’s Swimsuit Edition, back in February. Those reports proved inaccurate and the publication quickly announced the beauty would only appear in a paid advertisement, and not as a featured model.