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Lane Bryant, the “New Skinny” campaign

Lane Bryant gives us the “new skinny” on their new jeans with a body positive ad campaign that is sure to get your attention.

#TheNewSkinny campaign features women moving, dancing, and celebrating their figure. All wearing their new super stretch skinny jeans.


On Monday, July 28, 2017, Lane Bryant, top women’s plus-size retailer, launched its New “Super Stretch Skinny Jean”, with a size- inclusive campaign. A celebration of all curves and sizes, Lane Bryants shows us how we can normalize plus sizes for good. “It’s always an adaptation of making fashion, but for plus size”, Philomena Kwao told Elle. Alongside a diverse cast of models and body positive activists, they want and show women how to embrace their imperfections. Aiming to deliver the message that any woman of any size can look good in skinny jeans. Shot by photographer, Peggy Sirota, feature dancer Lizzy Howell, lifestyle and fashion influencer Kelly Augustine, and models Denise Bidot, Hunter McGrady, Philomena Kwao, and Bree Kish. Denise Bidot, a plus- size “IT” model, encourages everyone to embrace their authentic selves in this un-retouched campaign.


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Models (Denise Bidot, middle) in Lane Bryant’s “New Skinny” campaign. Photo: Lane Bryant

“The jean pairs smooth stretch denim that hugs and sculpts every curve with innovative stretch and recovery technology. The Super Stretch Skinny Jeans will allow you to move like no other jean, and then snap right back into picture- perfect shape wear after wear. The pocket placement gives that ‘my butt looks good’ bombshell boost, while the just- right won’t gap out”, said Lane Bryant.


The skinny jean is a staple for every woman and man. The jeans come in a variety of washes and lengths. Available in stores and online in sizes 14 to 28. With an affordable price ranging from $70 to $90.


It’s refreshing to see plus size women finally being apart and treated with respect within the fashion community. As a whole, and not as a separate entity.


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Denise Bidot
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Kelly Augustine
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Bree Kish
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Philomena Kwao
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Lizzy Howell

All photographs courtesy of Lane Bryant. 

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