Lane Bryant, the clothing retailer famous for dressing plus-sized women, has had about enough of Victoria’s Secret’s stick-skinny models and launched an online ad campaign to go with its sexy intimate collection.
According to Lane Bryant CEO Linda Heasley, who discussed the campaign on Bloomberg’s “Market Makers” Tuesday, the new initiative is meant to build customers’s self-esteem and help redefine what a healthy body image looks like.
Heasley may have been a little surprised when show hosts Stephanie Ruhle and Erik Schatzker questioned her motivation and the wisdom behind a campaign that could promote being unfit.
“It’s more than just what size you are, it’s about being who you are. And embracing who you are,” Heasley said.
“And that’s what the campaign is about.”
Ruhle briefly argued that promoting health over any kind of body image should be paramount, before Heasley turned the conversation a bit political.
“We don’t broker body shaming at all. We’re a brand of no judgement…
“We think body-shaming is not motivational. If you want to lose weight and work out, do it because you want to, not because you feel guilty to.”
Apparently, there were at least a few Victoria’s Secret models who don’t see the #ImNoAngel campaign the same way Heasley does. The Bloomberg hosts got Heasley to admit that the skinny models took to social media to say that they were indeed being shamed.
Heasley quickly dismissed the skinny models’ allegations, and said the ultimate goal of the campaign “is to stimulate conversation.”
Judging from the response on Twitter, Heasley could easily claim “mission accomplished”:
#ImNoAngel and i happy with that! pic.twitter.com/isqpuAYVio
— •AndreaMesa• (@tataortiiz) April 8, 2015
Trying to be perfect is a waste of time. #ImNoAngel and that’s what I love about myself. @lanebryant @Refinery29 pic.twitter.com/4Zi7gshcdq
— Beck (@manfattan) April 7, 2015
Every ‘body’ is beautiful angel or not. Proud of Lane Bryant teaching everyone to embrace their bodies through the #ImNoAngel campaign.
— Bridget (@bcauls) April 8, 2015
@lanebryant @theashleygraham It just got real, touche Lane Bryant, Touche! Its Chess not Checkers, somebody just got checkmated. Oh Boy!! — Chappelle (@ChappelleFYN) April 8, 2015
How awesome was @TheSaltNPepa #popup#performance @lanebryant #ImNoAngel pic.twitter.com/oDgKgW8w3h
— Vector Media (@VectorMedia) April 6, 2015
Not everyone is feeling so celebratory…
Women are still ‘real’ if they’re size 8, Lane Byrant’s campaign is just skinny shaming. http://t.co/GOUiRfm1EE pic.twitter.com/M1UNm0NqY5 — Independent Style (@Indo_Style_) April 8, 2015
Lane Bryant had a great idea with their new campaign until they threw in the hashtag #ImNoAngel and basically promoted skinny shaming
— bunny (@colleenmaas_) April 8, 2015
As a fat girl, I have problems with #ImNoAngel: 1) It is size shaming 2) The ad is full of big time +sized models who do not represent … — Shield Maiden (@byshieldmaiden) April 7, 2015
Is it just me or is the whole #ImNoAngel thing passive aggressively body shaming skinny chicks? Not cool
— Emily Sirko (@emilysirko) April 7, 2015
Skinny shamming is just as bad as fat shaming. I think the #ImNoAngel campaign would of been perfect without the hash tag — Emoni (@JustEmoni) April 7, 2015
Other Tweeters are finding a compromise…
Like someone said, it’s going to take more than the #ImNoAngel campaign. We, as woman, have to stop body shaming each other. #onestepforward
— Amongst Millions (@iRefuseToCare) April 7, 2015
#ImNoAngel good idea,but we shouldn’t promote obesity.Promoting natural and healthy beauty is the way to go, with no shaming, fat or skinny. — Criiso (@criiso) April 7, 2015
Nothing like helping body-shaming go round. #ImNoAngel Why can’t women of all sizes be angels?
— Tiffany Sheakley (@TiffsAPrincess) April 7, 2015
Can’t we all just get along?
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