Lane Bryant

When a brand became a movement

We identified a major cultural issue that needed to change and be talked about: how women see themselves and what women must look like to be considered sexy.

In 2014, Victoria’s Secret came under fire for a controversial ad with the slogan “The Perfect Body”, which they later changed after the outrage online and in social media.

The Challenge

While Lane Bryant was the largest specialty brand in women's plus sizes, it suffered from being perceived as conservative, traditional, and not on trend and fashionable. How could we make Lane Bryant a destination for fashion lovers, and part of the cultural conversation?

The Insight

We launched I’m No Angel for Lane Bryant’s lingiere line Cacique with a bold unforgettable message that got everyone talking.

The Solution

The campaign sparked global conversation, getting women online talking about us…

And generating 16B+ impressions and paving the way for subsequent campaigns, Plus Is Equal and This Body.

The Results

19B

Social Media Impressions

238%

CTR in the first 2 weeks

9.9

Ad Effectiveness Score

Notable press mentions included

Credits

Client
Lane Bryant
Agency
Laird + Partners
Year
2014-2015
Role
Editorial Direction
Credits
Hans Dorsinville, EVP, Executive Creative Director
Cass Bird, Director, Photographer
Georgina Rex, Sr. Art Director
Lauren Levine, Account Supervisor
Alex Lunn, Producer

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