By now, you've most likely seen the much buzzed about #PlusIsEqual ad, with its lineup of beautiful plus-sized bodies silhouetted against a studio backdrop. Perhaps you came across a billboard while walking around New York City, or maybe you spotted it gracing two pages in the September issue of Vogue (and, as Racked.com pointed out, the only two pages featuring plus-size women in that issue's 832 pages). Many have suggested that Lane Bryant was behind the hashtagged silhouettes, and although it originally refused to comment, we can confirm today that those suspicions were correct.
Fresh on the heels of its last successful campaign, #ImNoAngel, Lane Bryant is officially launching #PlusIsEqual to push back against an antiquated industry that still prizes thinness over body diversity. Billboards have already been erected and will continue to sprout up around NYC, especially in areas where prominent New York Fashion Week shows will be held. As more #PlusIsEqual ads appear across the city, Lane Bryant hopes that people will be inspired to participate in the conversation and use their social accounts to be part of a new form of social justice that will roar across the internet on September 14 — an action that Lane Bryant CMO Brian Beitler dubbed a “thunderclap.” And to accompany this virtual social storm, Lane Bryant is hosting an event in Times Square at noon on the 14th, and it has invited you to join the body revolution.
To get more insight into this potentially radical campaign, we sat down with Beitler and Lane Bryant's CEO Linda Heasley. Read on to find out why they created #PlusIsEqual, what they learned from #ImNoAngel, and why you should continue telling them exactly how you feel about their campaigns.