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Lane Bryant Will Debut New Ads in Sports Illustrated’s Swimsuit Issue

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Photos: Lane Bryant

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Lane Bryant wants to replicate and build on the viral success of last year's #ImNoAngel campaign. Last fall, it unveiled #PlusIsEqual-themed fall ads, and now the theme for the spring campaign is "This Body."

As in "This Body Is Made for Rocking Denim" or "This Body Is Made for Glamour." Those are a couple of the taglines for the ads.

Lane Bryant enlisted fashion photographer Cass Bird and cast familiar faces like Ashley Graham, Precious Lee, Tara Lynn, Denise Bidot, and Georgia Pratt for this campaign.

The dreamy images will be on billboards, television ads, and magazines ads. According to WWD, the first appearance of the campaign in magazines will be in Sports Illustrated's swimsuit issue.

Lane Bryant hopes the campaign, with its #thisbody hashtag, starts to "shift conventional perception." The brand's CMO Brian Beitler said in a press release:

We see the same stereotype of the plus size woman in the media: she is unhappy, projecting sort of a low self-esteem, not well dressed, and seemingly spends her nights at home dreaming of another life. This Body aims to celebrate who she really is. She craves the latest fashion trends. She's the buyer of coveted brands. She should be in the pages of today's fashion magazines and she's the next broadway star. She's competing in the boxing ring. She is the voice of women everywhere.

But will the ads win over Lane Bryant skeptics?