Lane Bryant Bashes Victoria’s Secret With ‘I’m No Angel’ Campaign

Attack ad lights up social media

Lane Bryant's new #ImNoAngel campaign is sexy as hell.

The video features gorgeous plus-size models sporting bras and panties from the new Cacique by Lane Bryant collection. The 30-second spot is done in black-and-white and without any music (it feels the tiniest bit empty without it), with a few sound bites from the models, who all declare that they're no angels.

"The Lane Bryant #IMNOANGEL initiative celebrates women of all shapes and sizes by redefining society's traditional notion of sexy with a powerful core message: ALL women are sexy," the brand says.

It's a direct dig at Victoria's Secret, and social media is loving it. Women have jumped on the trending hashtag, posting their own photos and declarations with #ImNoAngel.

Ashley Graham, one of the stars of the Lane Bryant campaign (she was also in that Swimsuits for All ad in the Sports Illustrated swimsuit issue), posted this fun photo to Instagram yesterday, writing: "On the F train, literally. Can't hide these curves!!!"

Victoria's Secret, of course, hasn't responded—though its latest tweet reminds you that its models even have "angel" in their Twitter handles.

Roo Powell is freelance contributor to Adweek.