By Colleen Kratofil
April 07, 2015 01:00 PM

To launch its new plus-size lingerie collection, Cacique, Lane Bryant initiated the #ImNoAngel movement, celebrating women of all shapes and sizes (while taking a jab at Victoria’s Secret’s controversial “Perfect Body” ads). Below, we rounded up the most inspiring responses to the plus-size label’s social media takeover.

Courtesy Lane Bryant

The campaign (which is being promoted across TV, print, transit and social media) aims to redefine society’s traditional vision of sexy and features models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday. The brand is calling people to take a selfie with “#ImNoAngel” written in lipstick on a mirror to join in on the social media conversation.

“Our ‘#ImNoAngel’ campaign is designed to empower all women to love every part of herself,” says Lane Bryant’s CEO and President, Linda Heasley. “Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way.”

See some of the beautiful responses from fans who fully embraced the challenge.

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The name “ImNoAngel” appears to be a direct backlash to Victoria’s Secret’s “The Perfect Body” campaign which sparked protests last fall after running the tag line in an ad with ten thin models. The company eventually changed the slogan to, “A Body for Every Body.” Now Lane Bryant is promoting a wider change about how society values positive body image.

The company kicked off its new collection with a behind-the-scenes look of the shoot, with models commenting on what makes them feel sexy.

The lingerie line is available now, and ranges in size from 14 to 28. What are your thoughts on the new campaign? Is this redefining what’s sexy? Share with us in the comments below.

RELATED VIDEO: Meet Ashley Graham, the First Plus-Size Model to Be Featured in the Sports Illustrated Swimsuit Issue
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–Colleen Kratofil

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