Dive Brief:

• Lane Bryant has launched a fall campaign in the September Vogue issue, featuring only the hashtag #PlusIsEqual over black-and-white footage of plus-size models. 
• Lane Bryant’s springtime campaign, which featured plus-size models in lingerie with the hashtag #ImNoAngel, became a viral sensation. 
• The retailer staged a campaign launch party in Times Square this week with appearance from track and field athlete Amanda Bingson, Wendy Williams, and a marching band. 

Dive Insight:

Retailer Lane Bryant has released a campaign in support of its fall styles featuring plus-size models in various stages of dress with the hashtag #PlusIsEqual. The campaign celebrates women of every size as “proud, strong, fashion-forward, stylish, super-awesome,” according to an accompanying video treatment, and features familiar Lane Bryant models including Ashley Graham, Candice Huffine, and Justine Legault.

According to estimates, more than 60% of U.S. women wear a size 14 or higher, but larger sizes represent only 17% of clothing sales. Retailers are only beginning to wake up to the fact that the market is underserved. Sales of 14-and-up clothing grew 7.2% in 2013, NPD Group indicates.

“110 years ago, Lane Bryant was created to offer ‘our size’ women fashionable, well-made clothing,” Lane Bryant CEO and President Linda Heasley said in a statement. “Traditional department and specialty stores simply didn’t stock them in any depth so these women’s needs were not being met. What is amazing is that over a century later, most retailers still offer extremely limited options to our customer so we’re as relevant a brand now as we were when we were first founded.”