Lane Bryant will bring its body-acceptance message to the masses today, as the brand’s plus-size models and followers stage a rally in Times Square to promote equal treatment for women of all sizes.
The traffic-stopping event, which begins at noon, will kick off Lane Bryant’s #PlusIsEqual marketing campaign, which is meant to draw attention to the lack of curvy women in fashion media and culture. It’s also timed to disrupt New York Fashion Week by showcasing the kinds of body shapes and sizes that are rarely seen on fashion week catwalks.
“The fashion industry largely ignores the needs of women size 14-34,” the clothing and intimates brand states in a pledge on its new PlusIsEqual.com website. “The Council of Fashion Designers of America (CFDA) has the power to effect change. Help us tell them it’s time to represent all women.”
Lane Bryant is hoping to receive 10,000 signatures on its digital petition to the CFDA, and promises more petitions to come in its #PlusIsEqual campaign.
The #PlusIsEqual initiative follows the worldwide viral success of Lane Bryant‘s #ImNoAngel messaging in the spring, which at the time was a thinly-veiled rebuttal to the “perfect body” ad campaign by Victoria’s Secret.
After teasing the #PlusIsEqual campaign in an ad in September’s Vogue, Lane Bryant last week revealed its own squad of plus-size modeling stars to front the campaign — and address the issue of discrimination against curvy women across society.
According to the PIE website, 65% of women size 14-34 feel the retail industry ignores them, and 92% of plus-size women say they are not equally represented in the media. The company also cites a study that revealed that the average weight of fashion models is 23% less than that of the average U.S. woman.
Lane Bryant plans to roll out a series of media events and social media engagements to push the #PlusIsEqual message, including billboards near Fashion Week venues and the opportunity for fans to upload their own images onto “virtual billboards”.