There is a beef brewing in the lingerie aisle and it’s all over the size of the woman.

Lane Bryant sent some shots in Victoria’s Secret comfort zone in the form of pleasantly thick models earlier today to kick off their #ImNotAngel campaign. It was a direct response to Vicky’s 2014 “Perfect Body” initiative that seriously alienated a huge population of female consumers. The Lane Bryant #ImNoAngel campaign brought together some of the industry’s top, so-called plus models and support from Hip-Hop legends Salt-N-Pepa.

Via Yahoo:

On Monday, plus-size retailer Lane Bryant launched a campaign for their lingerie collection Cacique, that is all about redefining sexy. The #ImNoAngel print, TV, and social media campaign stars plus-size models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault, and Elly Mayday.

“Our ‘#ImNoAngel’ campaign is designed to empower ALL women to love every part of herself,” said Lane Bryant 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.” The campaign, which is a response to the Victoria’s Secret’s Angels campaigns, encourages women celebrate their shape by posting selfies with the hashtag #ImNoAngel—there are already over 4,000 photos using the hashtag on Instagram. Each week on the Lane Bryant website consumers will be introduced to one of the campaign stars, beginning with Nebraska native and Sports Illustrated star Ashley Graham.

Hit the gallery below to see the fruits born from Lane Bryant’s new campaign. It looks delicious.

Photos: Lane Bryant #ImNoAngel, Instagram

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