NEW YORK, Sept. 14, 2015 /PRNewswire/ -- Lane Bryant,
the fashion retail chain catering to women sizes 14 to 28 is
launching a new fall advertising campaign with the tagline "Plus is
Equal". The campaign was shot by renowned fashion photographer Cass
Bird and will run in Vogue, Glamour as well as
Refinery29, PopSugar, and will be featured on the E! Network
and the 67th Emmy Awards. With the #PlusIsEqual
campaign, Lane Bryant strives to
shine the light on 'our size women' by giving them the same
attention as others and creating a united future where labels no
longer exist.
Linda Heasley, Lane Bryant CEO
and President stated: "110 years ago Lane
Bryant was created to offer 'our size women' fashionable
well-made clothing. Traditional department and specialty stores
simply didn't stock them in any depth so these women's needs were
not being met. What is amazing is that over a century later, most
retailers still offer extremely limited options to our customer so
we're as relevant a brand now as we were when we were first
founded. Though 67% of women range in size 14-24, the media still
fails to represent them. The inequality exists and we're continuing
to balance the equation. Plus is Equal. Our women are not only
equal they are sexy and fabulous!"
The bold #PlusIsEqual campaign will build off of the momentum
gained with the #ImNoAngel Spring campaign that garnered over 16
billion media impressions worldwide. In over a century of
perfecting fit, Lane Bryant has
patented a number of design elements in their intimates collection
Cacique, expanded their Livi Active offerings and has partnered
with respected fashion designers Sophie
Theallet, Lela Rose,
Isabel Toledo, and in Spring '16-
Christian Siriano.
The #PlusIsEqual campaign, created by branding creative agency-
Laird+Partners, kicks off with a series of TV ads and photographs
featuring top models Candice
Huffine, Ashley Graham,
Precious Victoria Lee, Georgia Pratt, Justine
Legault and Sabina Karlsson,
dressed in the brand's, beautifully designed Fall '15 collection.
"Size shouldn't matter when you're talking about a woman who just
wants to be fashionable," said Ashley. Candice also added: "We're
proud, strong, fashion forward, stylish...same as anyone else, with
extra curves."
The #PlusIsEqual message is driven by the national advertising
campaign that features bold images and video across Lane Bryant's stores, social media channels, as
well as on billboards, television and in print. The powerful
hashtag was created as an invitation to join the conversation by
sharing how she represents #PlusIsEqual in her own way and her own
style.
In conjunction with the campaign, the #PlusIsEqual billboard app
has been created to allow users to superimpose themselves onto an
image of a billboard, creating a photo that can be shared on social
media. The photo will serve as a manifestation of the message that
all women deserve representation. Found at
www.plusisequal.com/mybillboard.
Find at more at www.plusisequal.com and join the conversation
with the hashtag #PlusIsEqual.
Facebook: www.facebook.com/lanebryant
Tumblr: http://lanebryant.tumblr.com
Instagram & Twitter: @lanebryant
To view campaign images, visit:
https://app.box.com/s/80qwd4vx9decassqolp31ufu13gwff6q
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.
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/lane-bryant-celebrates-fashion-equality-with-the-debut-of-plusisequal-campaign-300142016.html
SOURCE Lane Bryant