Lane Bryant aired a Victoria's Secret takedown during the Emmys

Lane Bryant released its latest commercial for the #ImNoAngel campaign. (Photo Courtesy of Lane Bryant)

The Victoria’s Secret Angels have long been considered the reigning queens of lingerie — but that won’t continue if Lane Bryant has anything to say about it. Following the launch of Lane Bryant‘s #ImNoAngel (a direct response to the VS angels) campaign in April 2015, the brand released a new commercial fighting back at the idea of the “perfect body” during Sunday night’s Emmy Awards. With award-winning actress Danielle Brooks, the commercial is aimed at addressing Hollywood’s responsibility in redefining sexy — Brooks gets some help from marquee models Ashley Graham, Candice Huffine, and Denise Bidot.

The “Orange is the New Black” actress stars in the campaign. (Photo Courtesy of Lane Bryant)

Wearing nothing but Cacique intimates, each of the women take part in a little game of truth or dare. While revealing their own truths about stretch marks, cellulite, and love handles — all parts of their journeys to body confidence — the women dare others to embrace their own sexiness.

“The truth is, the spirit of #ImNoAngel has been ingrained in all of our major brand initiatives since the campaign’s initial debut in 2015. Empowering women will never go out of style,” said Lane Bryant CMO Brian Beitler. “Airing our newest #ImNoAngel ad during the Emmy awards was an incredible opportunity to dare all women to embrace what makes her feel most confident and remind the world that the old stereotypes of beauty are dead!”


The time slot is a big deal for the brand, which has previously been rejected in its efforts to have its lingerie commercials air during primetime. Back in 2010, Lane Bryant accused FOX and ABC of refusing to air its plus-size lingerie ad after receiving a notice from ABC about the specific daytime dramas and late night shows that the commercial may air during. Five years later, the #ImNoAngel campaign had major success, although it seemed short-lived.

Beitler addressed the topic of the seemingly limited promotion of the #ImNoAngel campaign during a “Dear Retailers” panel at this year’s theCURVYcon, assuring customers that the campaign would be seen again.

“I’m no angel is not temporary … I would watch the Emmys in a couple of weeks,” Beitler said, drawing cheers. “I think, as we go, there are some things that we’re going to do to put forward some more diverse bodies in general, because we know it matters.”

The CMO also made mention of the key to Lane Bryant’s success, which he revealed is listening. This campaign has since been one example of how the brand is in fact a listening to consumers, as the retailer continues to interact with women responding to the relaunched campaign.


“Thank you, thank you, thank you for showing women with stretch marks on their tum! This is the first time I’ve ever seen my body on television!!!!” one person commented on one of the brand’s Instagram posts. “Thank you for this! I’m curvy and proud and it’s nice to see thickness being promoted as sexy!” another wrote.

It’s evident that not all women are ready to embrace their bodies like those starring in the #ImNoAngel campaign, but the representation is one huge step in the right direction.

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