Lane Bryant stands up for fashion equality

Lane Bryant is taking its campaign to make women of all shapes and sizes feel beautiful across channels this fall.

The retail chain catering to women sizes 14 to 28 is launching a new marketing campaign with the tagline "Plus is Equal." The creative for the campaign was shot by renowned fashion photographer Cass Bird and will run in Vogue, Glamour, Refinery29 and PopSugar, and will be featured on the E! Network and the 67th Emmy Awards.

But the campaign will also inundate social mediawith the hashtag #plusisequal. To join the mass social media blitz, shoppers can go to Plusisequal.com and click Spread The Message. This will set up a prewritten message to post on either Facebook or Twitter.

"110 years ago Lane Bryant was created to offer 'our size women' fashionable well-made clothing. 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," said Lane Bryant CEO Linda Heasley. "Though 67% of women range in size 14-24, the media still fails to represent them. The inequality exists and we're continuing to balance the equation. Plus is Equal. Our women are not only equal they are sexy and fabulous!"

The bold #PlusIsEqual campaign will build off of the momentum gained with the #ImNoAngel Spring campaign that garnered over 16 billion media impressions worldwide.

The #PlusIsEqual campaign was created by branding creative agency Laird+Partners and will feature photographs featuring top models Candice Huffine, Ashley Graham, Precious Victoria Lee, Georgia Pratt, Justine Legault and Sabina Karlsson (above) dressed in the brand's beautifully designed Fall '15 collection.

"Size shouldn't matter when you're talking about a woman who just wants to be fashionable," said Ashley. Candice also added: "We're proud, strong, fashion forward, stylish...same as anyone else, with extra curves."

In conjunction with the campaign, a #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. The photo will serve as a manifestation of the message that all women deserve representation.