First Lane Bryant Ads Dive Into 'Sports Illustrated Swimsuit'

Lane Bryant, a popular women's specialty size clothing retailer, has been named an "Official Marketing Partner" of the Sports Illustrated Swimsuit Edition 2016.

The brand’s new national advertising campaign, “This Body,” will appear in the issue for the first time.

The announcement follows this week's news that body positivity advocate and model Ashley Graham -- who was just recently recognized in this year’s Forbes 30 Under 30 -- will make her editorial debut in SI Swimsuit.

"We're thrilled that Sports Illustrated has embraced the message of body positivity and inclusivity that is the mantra of our 'This Body' campaign," stated Lane Bryant CEO and president Linda Heasley.



"Not only will our brand have major visibility among some of the top consumer brands in retail, our beautiful campaign models will be seen in the pages of the magazine right alongside the Sports Illustrated swimsuit models, showing yet again that sexy isn't limited to size or shape," she added.

The beginning pages of SI’s 2016 Swimsuit Edition will feature a “This Body” campaign image of model Precious Lee, shot by the renowned fashion photographer Cass Bird. Lee will be the first black plus-size model to grace the pages of a Sports Illustrated Swimsuit Issue.

Models Georgia Pratt, Denise Bidot and Tara Lynn will also star in the “This Body” campaign.

"Lane Bryant is breaking boundaries and leading the important conversation about today's definition of sexy," stated Damian Slattery, Sports Illustrated Group CMO. 

Lane Bryant's newest campaign will also have a strong digital presence on

The images will later appear on billboards, television ads and magazines ads. 

Lane Bryant is likely hoping for the similar viral success of last year's #ImNoAngel campaign, which was a direct response to Victoria’s Secret’s highly-criticized “Perfect Body” advertisements. Last fall, Lane Bryant unveiled #PlusIsEqual-themed fall ads.

The company’s spring campaign ads for “This Body” has taglines like "This Body Is Made for Rocking Denim" or "This Body Is Made for Glamour."

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