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In all 832 pages of Vogue's massive September issue, plus-size models only appear on two pages and it wasn't an editorial decision, but rather a secretive advertisement for what looks like Lane Bryant's fall campaign. According to Yahoo Style, the only text on the advertisement refers to a #PlusIsEqual hashtag and a website, PlusIsEqual.com. The photo outlines six women who seem to be members of ALDA, a group of body positive models and activists.
When Yahoo Style reached out to ALDA, they were deferred to Lane Bryant, who didn't comment at the time (but Digiday has confirmed that it is Lane Bryant's ad). There's a launch date, when all will be revealed: September 14. It's no small decision that Lane Bryant would take out an advertisement in Vogue without a single reference to the brand's name (especially considering that the ads typically cost over $100,000 for a one-time two-page spread)—it sounds like it's trying to capitalize on a second viral campaign similar to the brand's widely shared spring ads.