Lane Bryant promotes size equality across channels

New York – Lane Bryant is promoting equality for women who wear larger sizes with a new omnichannel campaign.



The specialty fashion retailer’s #PlusIsEqual campaign is using channels including social, TV, print and video to urge better treatment of women sizes 14-24 in the media and by retailers.



#PlusIsEqual, created by branding creative agency Laird+Partners, kicks off with a series of TV ads and photographs featuring top models Candice Huffine, Ashley Graham, Precious Victoria Lee, Georgia Pratt, Justine Legault and Sabina Karlsson. Images and video will be displayed across Lane Bryant's stores, social media channels, billboards, television and in print. Consumers can also use the hashtag to join the conversation.



In conjunction with the campaign, the #PlusIsEqual billboard app has been created to allow users to superimpose themselves onto an image of a billboard, creating a photo that can be shared on social media.