Lane Bryant Conquers Conventions Once Again With This Body

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Feb 09, 2016, 10:32 ET

NEW YORK, Feb. 9, 2016 /PRNewswire/ -- In a bold move, Lane Bryant, the nation's billion dollar 750+ store retailer specializing in fashion for women sizes 14 to 28, is launching their national advertising campaign, This Body. The spirited campaign, fueled by her voice is aimed at their current customer, women who love the skin they're in and are confident with the bodies they have.

The This Body campaign serves as a declaration and an invitation to let the world understand how this plus size woman feels about her body. The idealized smaller size body type, which is constantly referenced as the norm in the media, is simply not realistic for the vast majority of female consumers.

Linda Heasley, Lane Bryant CEO and President had this to say, "We want to shift conventional perception and we've only just begun with This Body. Lane Bryant will continue to be her platform for celebrating her as she is. She is beautiful, she is strong. The world is ready for more curves and we are leading the charge."

The provocative This Body campaign centers around a series of photographs shot by famed photographer Cass Bird. Starring top industry models Ashley Graham, Precious Lee, Tara Lynn, Denise Bidot, and Georgia Pratt, the campaign images embrace the angles and curves of today's modern woman and challenges the idea that sexy comes in one small form.

"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," said Brian Beitler, Lane Bryant CMO.

The campaign will roll out across Lane Bryant's stores and social media channels, as well as on billboards, television, and in magazines.

Find out more at www.lanebryant.com, and be a part of the conversation with the hashtag #ThisBody
Facebook: www.facebook.com/lanebryant
Instagram & Twitter: @lanebryant

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.