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07th Apr 2015

#ImNoAngel – Lingerie Campaign Featuring Full-Figured Women Goes Viral

The slogan is a tongue-in-cheek reference to the famous Victoria's Secret angels.

Rebecca McKnight

Sexy doesn’t have to mean skinny. 

That’s the message from the new Lane Bryant campaign #ImNoAngel, which features top models including Ashley Graham.

The new adverts, which have gone viral, show a selection of stunning full-figured women showing off the latest lingerie line from the brand.

Speaking to, Graham said the slogan means “nobody has to be perfect”.

“Why shoot for perfection when perfection doesn’t exist?” Graham said.

“We want women to believe they’re beautiful. We are breaking down industry barriers and letting people know that any type of woman is beautiful, no matter the shape or size.

“I may have some cellulite showing through my neoprene skirt but I don’t care!”

President and CEO of Lane Bryant Linda Heasley said the slogan is not a direct dig at Victoria’s Secret.

“We admire Victoria’s Secret — it’s an amazing brand,” Heasley said.

“There’s nothing I would say against them except that, arguably, their notion of beauty is a little narrow. What we wanted to do is stimulate conversation about redefining sexy.”


We’re taking back the definition of sexy. Who’s with us? #ImNoAngel

Posted by Lane Bryant on Monday, 6 April 2015