Lingerie brand launches body confidence 'I'm No Angel' campaign against Victoria's Secret
Published 07/04/2015 | 15:09
For years now, Victoria’s Secret has pretty much dominated the lingerie market with its multi-million dollar shows, supermodel ‘angels’ and extensive advertising campaigns.
But those very ads have also led to criticism from thousands of women, for portraying unattainable body shapes and suggesting that models have the ‘perfect body’.
It’s why other lingerie companies are now stepping in and seemingly billing themselves as anti-Victoria’s Secret.
Plus-size American lingerie company Lane Bryant has created an advert that depicts a diverse range of women, all with different body shapes. It's slogan? 'I’m no angel'.
The #ImNoAngel campaign appears to be a dig at Victoria’s Secret ‘angels’ - supermodels who take place in the brand's fashion show.
Lane Bryant has said it is “redefining sexy” and has encouraged women to share images and messages on social media to highlight what 'sexy' means to them.
CEO Linda Heasley explained: “Our ‘#ImNoAngel’ campaign is designed to empower ALL women to love every part of herself. Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way.”
Here in the UK, lingerie brand Curvy Kate is featuring plus-size women in its ads as part of its “every body is beautiful campaign.”
The company put out an ‘open to all’ call for women to model in their campaign. After 1,000 women entered, 10 finalists were picked to feature in the ad.
The women, all of who have different body shapes, stand in their underwear with the slogan ‘the perfect body’ written across them.
It comes after Victoria’s Secret was heavily criticised for featuring a similar ad with the same slogan – but showing a group of slim models.
After thousands of people signed petitions calling for the company to change the ad, Victoria's Secret changed the wording to ‘A body for every body.'
Curvy Kate's spokeswoman Chantelle Crab, told Glamour: “We came up with the idea as we truly believe that there isn't one type of perfect.
“The women in the [Victoria's Secret] campaign are beautiful, but we think that every woman is beautiful in her own right and should be represented fairly in the media too."