(Filed Under wholesale Lingerie News). Score a win for Cacique, the plus size lingerie brand from Lane Bryant, that has challenged Victoria’s Secret’s definition of sexy lingerie in its new “I’m No Angel” advertising campaign. The American media — and social media — have enjoyed watching Cacique throw down the gauntlet.
In announcing the spring advertising push, which began April 6, Lane Bryant, stated “the #ImNoAngel movement invites the world to celebrate women of all shapes and sizes by redefining society’s traditional notion of sexy with a powerful core message: ALL women are sexy.” The “comprehensive national advertising campaign” is being seen in “video across Lane Bryant’s stores and social media channels, as well as on billboards, public transportation (including on buses and subways), television and in print.”
While the Lane Bryant ads and announcement do not actually mention Victoria’s Secret by name, a wide range of media stories and a multitude of social media posts do, with many embracing the Lane Bryant side of the issue. A CNN article stated, “Lane Bryant has come up with a devil of an idea to market its lingerie while poking fun at a competitor.” Under the headline, “Lane Bryant jabs Victoria’s Secret,” USA wrote, “Lane Bryant is taking aim at Victoria’s Secret with their new campaign for their exclusive lingerie collection, Cacique,” adding, “Clearly, the hashtag is referring to the teeny-tiny Victoria’s Secret Angels, which the Lane Bryant models proudly are not.”
ABC News’ Good Morning America ran a piece, that contrasted videos from both the Lane Bryant campaign and a Victoria’s Secret lingerie show, declaring, “The Victoria’s Secret lingerie models known for flaunting their angel wings down runways have some new competition.” The Huffington Post wrote, “Move over Victoria’s Secret. Lane Bryant just won the prize for sexiest campaign of 2015.”
The advertising trade publication Adweek defined the new ads in sharper terms. Under the headline “Lane Bryant Bashes Victoria’s Secret With ‘I’m No Angel’ Campaign Attack Ad - Lights Up Social Media,” writer Roo Ciambriello declared, “It’s a direct dig at Victoria’s Secret, and social media is loving it. Women have jumped on the trending hashtag, posting their own photos and declarations with #ImNoAngel.”
This reaction is just what Lane Bryant was hoping for. In its original announcement it said “The #ImNoAngel hashtag was created as a headline provoking all to come together in redefining the ideals of sexy with the hopes of igniting a significant revolution. In conjunction with the national advertising campaign, Lane Bryant invites anyone and everyone to join in the movement with a selfie that showcases their own idea of sexy. Using “#ImNoAngel” - written in lipstick on a mirror- all are encouraged to share their images across the brand’s social media channels as well as through their own personal channels.”
Models featured in the Cacique campaign include Ashley Graham, Marquita Pring and Candice Huffine. The television ad reminds viewers that its bras are “Available in sizes 36-50C - DDD, 40-44B. 38-44FGH.”
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