Furthering its efforts to break stereotypes of plus-size women, Lane Bryant will on Monday launch a fall ad campaign titled “This Body Is Made to Shine.”
“With previous campaigns we’ve helped disrupt the dated and ridiculous views and depictions of the ‘perfect’ body displayed in the media. With ‘#ThisBody Is Made to Shine’ we intend to encourage women to embrace even more positivity and turn the tables on negativity in order to overcome social misconceptions,” said Linda Heasley, president and chief executive officer of Lane Bryant, the chain specializing in fashion for women sizes 14 to 28.
The campaign centers around photographs and videos shot by photographer Cass Bird. They include actors Gabourey Sidibe of the movie “Precious” and Danielle Brooks of “Orange is the New Black,” and models Ashley Graham, Candice Huffine and Alessandra Garcia.
The campaign also tackles negativity by exposing undesirable conversations on social media as well as running feisty responses from the models to depict “how women shine through.” For example, there is a quote from social media, “You ruined Sports Illustrated!” To which Graham, who appeared in the SI swimsuit issue, replies, “The way I see it, I made it better forever.”
Another quote from social media says, “Big is not beautiful,” to which Brooks responds, “Have you lost your mind? Big is always beautiful!”
Another quote from social media says, “Did you see those rolls?” to which Huffine responds, “Welcome to the bakery, honey!”
Lane Bryant intends to “spotlight what it means for women to unapologetically celebrate themselves in spite of any adverse feelings or feedback,” the company said.
Earlier this year, Lane Bryant drew a lot of attention with its “This Body” campaign, which encourages women to own what they have and feel empowered.
The latest campaign will be visible in Lane Bryant’s stores, digital and social media channels, as well as on billboards, in cinemas, magazines and through partnerships with Refinery 29 and Glamour.
“With the steady rise of social media also comes the scrutiny women face on a daily basis — both in a positive and negative light,” said Brian Beitler, Lane Bryant’s chief marketing officer. “‘This Body Is Made to Shine’ aims to strip away the adversity experienced and show all women that it is possible to continue to shine despite what anyone has to say. The women in this campaign shut down their naysayers and do what’s right for them.”