NEW YORK, Sept. 14, 2015 /PRNewswire/ -- Lane Bryant, the fashion retail chain catering to women sizes 14 to 28 is launching a new fall advertising campaign with the tagline "Plus is Equal". The campaign was shot by renowned fashion photographer Cass Bird and will run in Vogue, Glamour as well as Refinery29, PopSugar, and will be featured on the E! Network and the 67th Emmy Awards. With the #PlusIsEqual campaign, Lane Bryant strives to shine the light on 'our size women' by giving them the same attention as others and creating a united future where labels no longer exist.
Linda Heasley, Lane Bryant CEO and President stated: "110 years ago Lane Bryant was created to offer 'our size women' fashionable well-made clothing. Traditional department and specialty stores simply didn't stock them in any depth so these women's needs were not being met. What is amazing is that over a century later, most retailers still offer extremely limited options to our customer so we're as relevant a brand now as we were when we were first founded. Though 67% of women range in size 14-24, the media still fails to represent them. The inequality exists and we're continuing to balance the equation. Plus is Equal. Our women are not only equal they are sexy and fabulous!"
The bold #PlusIsEqual campaign will build off of the momentum gained with the #ImNoAngel Spring campaign that garnered over 16 billion media impressions worldwide. In over a century of perfecting fit, Lane Bryant has patented a number of design elements in their intimates collection Cacique, expanded their Livi Active offerings and has partnered with respected fashion designers Sophie Theallet, Lela Rose, Isabel Toledo, and in Spring '16- Christian Siriano.
The #PlusIsEqual campaign, created by branding creative agency- Laird+Partners, kicks off with a series of TV ads and photographs featuring top models Candice Huffine, Ashley Graham, Precious Victoria Lee, Georgia Pratt, Justine Legault and Sabina Karlsson, dressed in the brand's, beautifully designed Fall '15 collection. "Size shouldn't matter when you're talking about a woman who just wants to be fashionable," said Ashley. Candice also added: "We're proud, strong, fashion forward, stylish...same as anyone else, with extra curves."
The #PlusIsEqual message is driven by the national advertising campaign that features bold images and video across Lane Bryant's stores, social media channels, as well as on billboards, television and in print. The powerful hashtag was created as an invitation to join the conversation by sharing how she represents #PlusIsEqual in her own way and her own style.
In conjunction with the campaign, the #PlusIsEqual billboard app has been created to allow users to superimpose themselves onto an image of a billboard, creating a photo that can be shared on social media. The photo will serve as a manifestation of the message that all women deserve representation. Found at www.plusisequal.com/mybillboard.
Find at more at www.plusisequal.com and join the conversation with the hashtag #PlusIsEqual.
To view campaign images, visit: https://app.box.com/s/80qwd4vx9decassqolp31ufu13gwff6q
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 775 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.
SOURCE Lane Bryant