The Brand’s Appearance Will Mark the Start of a Groundbreaking Partnership Between Lane Bryant and Sports Illustrated
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 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. The campaign will roll out across Lane Bryant’s stores and social media channels, as well as on billboards, television, and in magazines.
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.“
“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.
Lane Bryant has also been named an Official Marketing Partner of the Sports Illustrated Swimsuit Edition 2016, and will make its first-ever appearance in the issue by debuting the This Body campaign.
The opportunity for Lane Bryant, as a women’s retailer, to partner with Sports Illustrated is an industry-first, and celebrates both the brand and the franchise’s message of body empowerment and inclusivity in the media and in the world. The announcement follows this week’s news that model Ashley Graham will make her editorial debut in SI Swimsuit. Graham is a renowned advocate for body positivity and healthy curves. Miss Graham is one of the three cover models—yes, three– a first for the annual Sports Illustrated Swimsuit Issue.
A cornerstone of the campaign will be a This Body image of model Precious Lee shot by famed photographer Cass Bird which will grace the beginning pages of SI’s 2016 Swimsuit Edition.
The message of This Body is clear: Lane Bryant is calling for ALL women to embrace what makes HER feel most beautiful – every curve, every roll, every inch. The campaign serves as celebration of the women who say “watch me” to those who doubt her and what her body can do.
“We’re thrilled that Sports Illustrated has embraced the message of body positivity and inclusivity that is the mantra of our This Body campaign,” said Lane Bryant CEO and President Linda Heasley. “Not only will our brand have major visibility among some of the top consumer brands in retail, our beautiful campaign models will be seen in the pages of the magazine right alongside the Sports Illustrated Swimsuit models, showing yet again that sexy isn’t limited to size or shape.”
“Lane Bryant is breaking boundaries and leading the important conversation about today’s definition of sexy. Having them on –board as Official Marketing Partner for SI Swimsuit is a no-brainer,” said Damian Slattery, Sports Illustrated Group CMO. “Their campaign and models are a natural complement to the ideals of SI Swimsuit.”
The brand’s appearance in the issue will mark the start of a comprehensive print and digital partnership with the magazine. Not only will Lane Bryant’s newest campaign be seen amongst the pages of Sports Illustrated’s Swimsuit Edition 2016, the brand will also be highlighted with a strong digital presence on www.SI.com/Swimsuit and at two Fan Festivals celebrating the 2016 launch in New York City and Miami.
For more information on Lane Bryant, please visit www.lanebryant.com.