Lane Bryant, the nation’s leader in fashion for women sizes 14 to 28, debuted its killer lingerie campaign #ImNoAngel and it’s totally fabulous. The #ImNoAngel movement invites the world to celebrate women of all shapes and sizes with its powerful core message: ALL women are sexy.

The campaign kicks off with a series of TV ads and photographs by Cass Bird and starring top industry models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday, dressed in the brand’s incredibly sexy, beautifully designed Cacique lingerie.

Styled with a naturalistic approach by Kathryn Neale, each image personifies the notion that sexy doesn’t come in one form; sexy is unique, real, and personal for each and every woman. The provocative #ImNoAngel hash tag and messaging is a direct hit at Victoria’s Secret, the world’s largest lingerie brand that stubbed its toe last fall with its Perfect Body campaign, one that ruffled a lot of feathers among women. VS quickly redid the campaign, stating emphatically that women had gotten the wrong message.

The #ImNoAngel hashtag was created as a headline provoking all to come together in redefining the ideals of sexy with the hopes of igniting a significant revolution. In conjunction with the national advertising campaign, Lane Bryant invites anyone and everyone to join in the movement with a selfie that showcases their own idea of sexy. Using “#ImNoAngel” - written in lipstick on a mirror- all are encouraged to share their images across the brand’s social media channels as well as through their own personal channels, explains Lane Bryant CEO and President Linda Heasley.