Lane Bryant Targets Internet Trolls for Its New Campaign

Go ahead, leave hateful comments about Lane Bryant’s latest campaign, #ThisBody Is Made to Shine. Or instead, be kind. The premier clothing retailer for sizes 14 to 28 has launched its latest campaign as a direct response to online trolls. After the body-shaming dialogue started by the company’s “I’m No Angel” campaign last year, Hans Dorsinville, exec VP and creative director at Laird + Partners, which created the campaign, wanted to take things a step further. According to Lane Bryant’s press release, Dorsinville said, “… We realized we hadn’t tackled social media shaming directly. On average, most plus-size women get shamed three times a day in person, and it’s much worse on the Internet.”

The campaign in intended not just to spread body positivity but to “turn the tables on negativity,” hence the emphasis on social media bullying, tapping glamorous, voluptuous stars including models Ashley Graham, Candice Huffine, and Alessandra Garcia, and actresses Danielle Brooks (Orange Is the New Black) and Gabourey Sidibe (Precious, American Horror Story) to face the campaign, which focuses on the body’s form and function.

“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.

Though the campaign “tackles negativity head-on by exposing the undesirable conversations happening every day on social media,” it’s making sure to also spotlight the positive responses, of which there are also many. “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,” according to the press release. “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.”

A series of photographs were shot for the campaign by famed photographer Cass Bird (she also shot the video). The photos depict the the women in joyous, victorious, and sultry poses, wearing black bodysuits. You’ll soon see the images splashed across Lane Bryant’s stores and social media channels, as well as gracing billboards, cinema, and magazines, and as part of partnerships with Refinery 29 and Glamour, according to the press release. The photos will also have a strong digital presence — so trolls, beware!

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