In 2015 the underwear designer Lane Bryant launched the #ImnoAngel campaign, this was a direct hit back at the most popular underwear brand Victoria Secret’s ‘The Perfect Body’ campaign that featured supermodels all of which looked identical, with the same body types this campaign got a huge amount of backlash as it not only showed no diversity in race but all the women’s bodies looked the same tall and skinny and with their strapline being ‘The perfect Body’ it gave the message that that is the perfect body that women should be aspiring to.
Lane Bryant like many people were outraged by this campaign so created her own in response, #ImNoAngel as the Victoria Secret models are known as Angels this was clearly a response to them. Lane Bryant’s campaign features a load of beautiful models. The campaign’s aim is to redefine our standards of sexy and beautiful. The campaign was run online mostly through the Lane Bryant website, it also had very strong imagery that was shown not only online but in print on billboards and magazines. Some of the posters and website are shown below.
After six months the Victoria Secret campaign had to change its name to ‘A body for everybody’ due to a petition that went around that was signed by over 30,000 people. The hashtag I’m no angel was mentioned 24,219 times since the launch on social media. As well as the positive message the campaign sends they also encouraged people to donate to a charity called ‘I am B.e.a.u.t.i.f.u.l’ that dedicates it’s self to building self-esteem and leadership skills in young girls and women. The campaign also gives you the chance to get to know the models on the website where you can read about them and how they have overcome their body issues. The campaign was so successful they have launched another one this year called #PlusIsEqual which is also providing very successful and some images from that campaign are shown below.
I really like this campaign I think it is shot beautifully and the women are stunning. I also think the message they are sending is really positive I want my campaign to evoke the same kind of feelings as this one is doing. This is a really successful online campaign and the fact they have brought it back with a new hashtag shows how well it is doing really.