Lane Bryant's CEO On The Shade In #I'mNoAngel

Photo: Courtesy of Lane Bryant.
Yesterday, Lane Bryant dropped a lingerie campaign that's been, quite literally, heard about around the world. Centered on the tagline "I'm No Angel," the ads for Lane Bryant's Cacique lingerie feature five of the biggest-name plus-size models, shot naturalistically, and looking unapologetically sexy. With a hashtag campaign that invites women to post their own #imnoangel selfies and share how they redefine sexy, Lane Bryant's aim is nothing short of a revolution in how we perceive beauty — and to prove that sexy doesn't stop at a size 14.

We attended the launch of the campaign in New York yesterday (soundtracked by none other than Salt-N-Pepa, so you know it was live), and spoke with the models and Lane Bryant CEO Linda Heasley about the message behind the campaign, and whether we're right in hearing just a little bit of shade in that tagline.

Click ahead for all the pics, and check the delightfully sassy video here. A sea change in beauty standards coming at us in 5, 4, 3...

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Photo: Courtesy of Lane Bryant.
What was the inspiration behind the campaign?
Linda Heasley: "We wanted to celebrate the fact that all women are beautiful and uniquely sexy — it's a celebration of that."
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Photo: Courtesy of Lane Bryant.
Am I hearing a bit of sass aimed at a certain other lingerie brand in that "I'm No Angel" tagline?
LH: "We really admire Victoria's Secret and what they've done; they're an amazing brand. But arguably, their notion of what's beautiful and sexy is a little narrow, and we want to say that beautiful and sexy comes in all shapes and sizes, as these models prove. It's all about these amazing women, and making a statement."
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Photo: Courtesy of Lane Bryant.
"I redefine sexy by stating that beauty is beyond size." — Ashley Graham
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Photo: Courtesy of Lane Bryant.
"Redefining sexy is all about your state of mind. If you think it, you feel it and believe it! Confidence is everything." — Marquita Pring
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Photo: Courtesy of Lane Bryant.
"I redefine sexy by being bold and by refusing to be anyone but me." — Candice Huffine
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Photo: Courtesy of Lane Bryant.
"I redefine sexy with my indomitable spirit." — Victoria Lee
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Photo: Courtesy of Lane Bryant.
"I redefine sexy by daring to be me, to own my curves, and to stand for my beliefs and the woman that I am. " — Justine Legault
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Photo: Courtesy of Lane Bryant.
"Confidence is sexy." — Elly Mayday
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