Lane Bryant Overcomes Social Negativity with the Fall Launch of #ThisBody Is Made To Shine Campaign

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Sep 23, 2016, 11:17 ET

NEW YORK, Sept. 23, 2016 /PRNewswire/ -- For its next thought provoking move, Lane Bryant, the nation's billion dollar 750+ store retailer specializing in fashion for women sizes 14 to 28, is launching their newest national Fall 2016 campaign, #ThisBody Is Made to Shine. The daring campaign, created to support and encourage women facing and overcoming negativity in their daily lives, will shine a light on the negatives and positives of social media and demonstrate how women rise above it all to live their best lives.

The #ThisBody Is Made to Shine campaign tackles negativity head on by exposing the undesirable conversations happening every day on social media as well as the positive responses, and most importantly show how these women shine through Many women, particularly celebrities, find an outlet for self-expression through social media, however more than half of them report receiving hateful comments targeted at their bodies. With the launch of this campaign, Lane Bryant intends to spotlight what it means to unapologetically celebrate themselves in spite of any adverse feelings or feedback.

Linda Heasley, Lane Bryant CEO and President had this to say, "With previous campaigns we've helped to disrupt the dated and ridiculous views and depictions of the "perfect" body displayed in the media. With #ThisBody Is Made to Shine we intend to encourage women to embrace even more positivity and turn the tables on negativity in order to overcome social misconceptions. At Lane Bryant, we want our women to feel she's a part of a community, a movement to change the conversation in this country for good. We have no space for unkindness in our future world and this campaign will speak to just that."

The second installment of the #ThisBody Is Made to Shine campaign centers around a series of photographs and videos shot by famed photographer Cass Bird. With a stellar cast including award winning actors Gabourey Sidibe and Danielle Brooks, along with models Ashley Graham, Candice Huffine and Alessandra Garcia, these women show us that no matter what people say nothing can block their shine.

"With the steady rise of social media also comes the scrutiny women face on a daily basis-both in a positive and negative light. #ThisBody Is Made to Shine aims to strip away the adversity experienced and show all women that it is possible to continue to shine despite what anyone has to say. The women in this campaign shut down their naysayers and do what's right for them. They thrive on proving others and even themselves wrong. We are hopeful it will help women flip the script and silence the shaming while challenging the societal norms and encouraging everyone to rise above," 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, cinema, magazines and partnerships with Refinery 29 and Glamour, as well as strong digital presence.

Find out more at www.lanebryant.com and be a part of the conversation with the hashtag #ThisBody Is Made to Shine.

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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.