By now you’ve seen Lane Bryant’s #PlusIsEqual campaign and I’m sure you’re wondering what’s going on. Their new campaign challenges retailers, designers, and the fashion community as a whole to create fashion for everyone.
Below are five important details that you need to know about the #PlusIsEqual campaign.
The Vogue Spread
Lane Bryant chose to debut the #PlusIsEqual campaign with the below image in the September issue of Vogue as it is the undisputed “fashion bible.” The two-page spread was purposely left unbranded and without a focus on product because the message is bigger than one product or one brand.
The Kick-Off Event
On September 14th Lane Bryant is hosting a HUGE event in New York City (Times Square) at 12 pm and you need to be there!
Join The Movement
You can join the movement by not only using the hashtag #plusisequal but by joining the Thunderclap (1 message shared at the exact same time on 9/14). To join the mass social media message go to Plusisequal.com and click Spread The Message. This will set up a prewritten message to post on either your Facebook or Twitter account. I did both!
This is not a one and done campaign. Before you bash the campaign, realize that Lane Bryant vowed before a room full of bloggers to continue the conversation and have more to the campaign. We voiced the same concerns and asked them to make sure they do not just use the same models. We requested that they represent different shapes and sizes. Larger models they are looking for you, but you need to know how to pose if you do print or walk if you do runway.
Understanding The Message
The message is about plus being under-represented across ALL media. This is about seeing plus women equally represented not just in fashion spreads but on TV, movies, everything. Lane Byant plans to take the key movers and shakers in media to task to get this accomplished. “67% of US women are size 14-34. But they’re underrepresented on billboards, magazines, TV… everywhere. We believe all women should be seen and celebrated equally.” (PlusIsEqual website)
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