Plus-size clothing company hits out at Victoria's Secret with provocative lingerie campaign

Plus-size retailer Lane Bryant has not-so-subtly gone after Victoria's Secret with its new #I'mNoAngel campaign, which debuted today. Photo / Tumblr, lanebryant

Plus-size retailer Lane Bryant has taken a jab at Victoria's Secret's beauty standards with its provocative new spring campaign, I'm No Angel, which debuted today and aims to prove that "all women are sexy" regardless of society's traditional or stereotypical views on beauty.

Images from the new Lane Bryan I'm No Angel campaign. Photo / Tumblr, lanebryant

The black and white ads, which were shot by photographer Cass Bird, star famous full-figured models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday, who are posed in pieces from the brand's Cacique lingerie collection.

"Our #ImNoAngel campaign is designed to empower ALL women to love every part of herself [sic]," Lane Bryant CEO and President Linda Heasley said in a statement.

"Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way."

In addition to the brand's ads, which will appear on television, in print and on public transportation, as well as in Lane Bryant stores and social media channels, the company is using the hashtag #I'mNoAngel as a part of their movement to celebrate women of all sizes.

One of the images not-so-subtly takes aim at Victoria's Secret's recent The Perfect Body ad, which featured the slogan splashed across a photo of ten tall and slender models, including Angels Lily Aldridge, Behati Prinsloo and Jasmine Tookes.

After Victoria's Secret came under fire for the controversial "body shaming" ads last fall, with more than 30,000 people signing a petition asking the company to rethink its wording, the brand changed the campaign's slogan to A Body For Everybody.

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Victoria's Secret's Perfect Body campaign has been slammed for promoting unattainable body shapes. Photo / Supplied

While both ads show lingerie-clad models posed in various positions, Lane Bryant's message is earning more support than controversy on social media.

Lane Bryant is even encouraging women to write #I'mNoAngel in lipstick on a mirror and snap a sexy selfie "in hopes of igniting a significant revolution" by redefining what it means to be sexy.

Lane Bryant isn't the first lingerie company to take on Victoria's Secret's controversial Perfect Body campaign.

UK lingerie brand Curvy Kate, which retails bras in sizes D through K, also recreated the notorious image using models of all shapes and sizes.

And last November, lingerie brand JD Williams launched a #PerfectlyImperfect campaign to promote body confidence for all women, regardless of their size.

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- Daily Mail