Lane Bryant goes omnichannel with new campaign

Lane Bryant is launching an omnichannel spring marketing campaign that hopes to drive women to embrace what makes them unique.

The plus-size retailer is encouraging customers to celebrate the fact that they’re different to the prototypical "Victoria's Secret Angel” and that all sizes can (and deserve to) be sexy.

The #ImNoAngel campaign, conceptualized by creative agency- Laird+Partners, kicks off with a series of TV advertisements and photographs taken by photographer Cass Bird.



The comprehensive national advertising campaign will feature Bird's images and video across Lane Bryant's stores and social media channels, as well as on billboards, public transportation (including on buses and subways), television and in print.



The #ImNoAngel hashtag lets consumers post selfies, using "#ImNoAngel" written in lipstick on a mirror, across the brand's social media channels as well as through their own personal channels.



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