American lingerie monopoly, Victoria’s Secret has taken a few hits lately from not one, but two other ad campaigns – and social media is cheering on the rebellion.
On the frontline we have Lane Bryant with their stunningly sexy #ImNoAngel campaign.
The company’s ad campaign dropped yesterday (Apr. 8), and features several gorgeous full-figured women sporting bras and panties from the Cacique collection by Lane Bryant. Simple, black and white, no music, and a few sounds clips from the women asserting to us that these women are “NOT Angels.”
“The Lane Bryant #IMNOANGEL initiative celebrates women of all shapes and sizes by redefining society’s traditional notion of sexy with a powerful core message: ALL women are sexy,” says Lane Bryant.
The campaign is a pretty clear dig at the concept of the Victoria’s Secret Angel, the marketing pillar for of the brand. So far social media is loving the idea…
— Beck (@manfattan) April 7, 2015
Ashley Graham, who has become a leader in the movement towards expanding the idea of beauty in the modeling world (and was also lauded for being a member of the Swimsuits for All ad in the Sports Illustrated swimsuit issue this year,) proudly posted this photo of the campaign on her IG yesterday.
Right behind Lane Bryant we have U.K. lingerie brand, Curvy Kate, coming right at Vicky. The company recently shot a photo of contestants participating in their modeling search, imitating an image from Victoria’s Secret’s controversial “the Perfect Body” campaign. The women are all lined up in nude bras and undies, recreating the postures from the original ad.
— Hery Malmsteen (@HeryMay) April 8, 2015
“We came up with the idea as we truly believe that there isn’t one type of perfect,” Chantelle Crabb, a PR and marketing exec with the brand, told Galmour.com. “The women in the [Victoria’s Secret] campaign are beautiful, but we think that every woman is beautiful in her own right and should be represented fairly in the media too.”
Curvy Kate is striving to bust open the idea of beauty in the world of lingerie. “Our competition has an open-to-all policy, and we see many different types of women enter, all equally beautiful in our eyes. We decided to display them in a way that challenged the notion that there is only one type of perfect body and by doing so hope to boost body-confidence in a variety of women of different shapes and sizes.”
The strength of these two companies taking a stand against traditional marketing for women’s lingerie has to ring out loud and clear for Victoria’s Secret. Obviously, Vicky’s branding is steeped in the worldwide sex appeal of their famous models, but if fans don’t start seeing more inclusivity in their branding, the company could face a social media backlash not unlike what Abercrombie & Fitch experienced over the past few years – and we all know where that’s led them…
The Secret’s out – women are ready for a new era of marketing. What do you think about the companies trying to shake things up?