Lane Bryant, America's #1 plus-sized retailer, was in need of an image update for its apparel line and Cacique, the lingerie line. As a brand that catered to 67% of the population, it needed to make its purpose clear and compelling, offering more than a product. It needed a purpose, a rallying call and a more fashionable assortment. The first campaign themed I'M NO ANGEL was a significant advertising campaign launched in April 2015 to promote its Cacique lingerie line and challenge conventional beauty standards. It was a direct and intentional critique of Victoria's Secret's use of "Angels" models and its "Perfect Body" campaign. The primary goal was to empower all women to embrace their bodies, feel confident, and redefine what "sexy" means, moving away from a single, narrow beauty standard. It was hailed as a major step forward for body positivity and diversity in the fashion industry. The following campaigns continued the storytelling around the realities of life for plus size women with themes ranging from PLUS IS EQUAL, highlighting the need for fashion relevant and flattering styles to THIS BODY IS MADE TO SHINE, empowering women to celebrate their body confidently.
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#ThisBody Campaign photographed and directed by Cass Bird
#ThisBody Celebrity Campaign photographed and Directed by Cass Bird
Prabal Gurung x Lane Bryant Campaign Photographed and Directed by Inez & Vinoodh
#I'mNoAngel Premiere Campaign photographed and Directed by Cass Bird
#I'mNoAngel Truth or Dare Campaign Photographed and Directed by Cass Bird
#PlusIsEqual Campaign Directed by Cass Bird
Case Study
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