Lane Bryant Set to Debut This Body Campaign in Sports Illustrated, Swimsuit Edition 2016

The Brand's Appearance Will Mark the Start of a Groundbreaking Partnership Between Lane Bryant and Sports Illustrated

Feb 12, 2016, 09:06 ET from Lane Bryant

COLUMBUS, Ohio, Feb. 12, 2016 /PRNewswire/ -- Lane Bryant, the nation's leading women's specialty size apparel brand, has been named an Official Marketing Partner of the Sports Illustrated Swimsuit Edition 2016, and will make its first-ever appearance in the issue by debuting the brand's newest campaign: This Body.

The opportunity for Lane Bryant, as a women's retailer, to partner with Sports Illustrated is an industry-first, and celebrates both the brand and the franchise's message of body empowerment and inclusivity in the media and in the world.   The announcement follows this week's news that model Ashley Graham will make her editorial debut in SI Swimsuit. Graham is a renowned advocate for body positivity and healthy curves. 

"We're thrilled that Sports Illustrated has embraced the message of body positivity and inclusivity that is the mantra of our This Body campaign," said Lane Bryant CEO and President Linda Heasley. "Not only will our brand have major visibility among some of the top consumer brands in retail, our beautiful campaign models will be seen in the pages of the magazine right alongside the Sports Illustrated Swimsuit models, showing yet again that sexy isn't limited to size or shape."

"Lane Bryant is breaking boundaries and leading the important conversation about today's definition of sexy.  Having them on –board as Official Marketing Partner for SI Swimsuit is a no-brainer," said Damian Slattery, Sports Illustrated Group CMO.  "Their campaign and models are a natural complement to the ideals of SI Swimsuit." 

A cornerstone of the campaign will be a This Body image of model Precious Lee shot by famed photographer Cass Bird will grace the beginning pages of SI's 2016 Swimsuit Edition.

The message of This Body is clear: Lane Bryant is calling for ALL women to embrace what makes HER feel most beautiful – every curve, every roll, every inch. The campaign serves as celebration of the women who say "watch me" to those who doubt her and what her body can do. Models Georgia Pratt, Denise Bidot and Tara Lynn will also star in the This Body campaign, alongside Graham and Lee.

The brand's appearance in the issue will mark the start of a comprehensive print and digital partnership with the magazine. Not only will Lane Bryant's newest campaign be seen amongst the pages of Sports Illustrated's Swimsuit Edition 2016, the brand will also be highlighted with a strong digital presence on SI.com/Swimsuit and at two Fan Festivals celebrating the 2016 launch in New York City and Miami.

For more information on Lane Bryant, please visit www.lanebryant.com.

About Lane Bryant®: Lane Bryant® is the nation's leading women's special size apparel retailer, providing stylish and high-quality fashion in sizes 14-28. The Lane Bryant collection includes a wide selection of career to fashion conscious apparel as well as accessories, footwear, hosiery and Cacique® intimate apparel. Lane Bryant® fashions are available nationwide at its 762 Lane Bryant stores, and online. Lane Bryant is a wholly-owned subsidiary of Ascena Retail Group, Inc. (Nasdaq: ASNA). Please visit lanebryant.com and cacique.com for store locations and the latest fashion trend information.

About Sports Illustrated Swimsuit: The Sports Illustrated Swimsuit (www.SI.com/Swimsuit) franchise reaches more than 70 million US adults annually and more men 18 to 34 than the Super Bowl.  The iconic franchise spans 20 product extensions along with a vibrant experiential marketing business. Since debuting in 1964 Swimsuit has become a pop-culture phenomenon and a revered launching pad for successful careers in TV, fashion, business and film including those of Elle McPherson, Kathy Ireland, Cheryl Tiegs, Tyra Banks, Heidi Klum, Kate Upton, and Chrissy Teigen. Further, the fashion industry describes SI Swimsuit as the "Oscars of Swimwear," as an appearance in the issue is a crowning achievement for swimsuit and accessory manufacturers.

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