Lingerie retailer's #ImNoAngel campaign takes aim at Victoria's Secret

The ads star models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday

The ads star models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday

A lingerie retailer is fighting Victoria's Secret's beauty standards head-on with its new marketing campaign.

Lane Bryant has debuted its Spring/Summer lingerie collection - if you're in the northern hemisphere that is - with the advertising slogan I'm No Angel.

It features a number of black-and-white ads with famous full-figured models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday stating those words to the camera.

'Perfect Body' ad from Victoria's Secret slammed on social media.

'Perfect Body' ad from Victoria's Secret slammed on social media.

Victoria's Secret employs a vast number of impossibly beautiful and slim supermodels to model its lingerie, and calls them its Angels.

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Lane Bryant chief executive Linda Heasley said she hoped the campaign would inspire all women to feel good about themselves.

"Our #ImNoAngel campaign is designed to empower all women to love every part of herself," she said in a statement.

he campaign encourages customers to share their own body-confident selfies.

he campaign encourages customers to share their own body-confident selfies.

"Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way."

One of the images in the campaign mimics the recent controversial ad by Victoria's Secret called The Perfect Body.

That ad featured the slogan written across a photo of 10 tall and slender models, including Angels Lily Aldridge, Behati Prinsloo and Jasmine Tookes.

Following widespread backlash and criticisms that it promoted body-shaming and an "unhealthy and damaging message", the company changed the slogan to A Body For Every Body.

Lane Bryant was not the first lingerie company to capitalise on the PR disaster that surrounded the Perfect Body campaign and, if anything, was a little late to the party.

UK lingerie brand Curvy Kate also recreated the notorious image using models of all shapes and sizes.

And last November, lingerie brand JD Williams launched a #PerfectlyImperfect campaign to promote body confidence for all women, regardless of their size.   

Stuff.co.nz