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.
Facebook: http://www.facebook.com/lane.bryant
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.
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/lane-bryant-overcomes-social-negativity-with-the-fall-launch-of-thisbody-is-made-to-shine-campaign-300333316.html
SOURCE Lane Bryant