Dive Brief:
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Women’s plus-size retailer Lane Bryant Tuesday announced a new ad campaign, “This Body,” with images by photographer Cass Bird.
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The images, of models including Ashley Graham, Precious Lee, Tara Lynn, Denise Bidot, and Georgia Pratt will be featured in stores, through social media, on billboards, on television, and in magazines. The campaign will debut in Sports Illustrated’s famed swimsuit issue, according to Women’s Wear Daily.
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The campaign is meant to be provocative and challenge the notion of the plus-size woman as unhappy and unconfident, which the retailer says is untrue yet all too prevalent in the media.
Dive Insight:
Lane Bryant’s new “This Body” campaign capitalizes on its clever and popular #ImNoAngel campaign, launched last year in response to Victoria’s Secret runway show. That hashtagged campaign aims to draw contrast to the lingerie retailer’s skinny models and Lane Bryant’s acceptance and support of more normal-sized women.
But that effort had its critics among women who buy plus-sized apparel, which was evident during an #AskLaneBryant Twitter discussion hosted by the retailer late last year.
Many women during that discussion complained about what they say are Lane Bryant's high prices, low quality, and lack of style. Commenters praised newcomer Modcloth as an all-sizes retailer who understands plus-size shoppers needs and desires.
Tweeters then also took issue with the retailer’s choice of Wendy Williams as a brand spokesperson; Williams, who has recently had a high-profile weight loss, said that plus-size women should eat less.
This new campaign takes a decidedly different tack than that.
"We see the same stereotype of the plus size woman in the media: she is unhappy, projecting sort of a low self-esteem, not well dressed, and seemingly spends her nights at home dreaming of another life,” Lane Bryant CMO Brian Beitler said in a statement. “This Body aims to celebrate who she really is. She craves the latest fashion trends. She's the buyer of coveted brands. She should be in the pages of today's fashion magazines and she's the next broadway star. She's competing in the boxing ring. She is the voice of women everywhere.”
If its clothes can match its campaign, the retailer will be on to something.