While Fashion Week takes over New York City, US women's clothing chain Lane Bryant has launched its new plus-size lingerie line along with a movement named ''Plus is Equal'.
The 'Plus Is Equal' movement broadcasted their new ad on a Times Square billboard this week along with a rally celebrating fashion equality, reports the Daily Mail.
Models Ashley Graham, Candice Huffine, Precious Lee, Justine Legault, Sabina Karlsson and Georgia Pratt all turned out to support the plus-size retailer's #PlusIsEqual campaign at Times Square on Monday.
"(This is an) amazing, all-inclusive, high-end fashion campaign,' Graham said. "Everyone deserves to see themselves being represented equally. #PlusIsEqual is showing that curvy women are accepted, they're represented and being made a priority in the fashion industry."
Retailer hits back at Victoria's Secrets
The Plus is Equal website explains that, while 67 per cent of US women are size 14 to 34, this size group is grossly underrepresented on billboards, magazines and TV.
Earlier this year, the retailer hit back at luxury lingerie brand Victoria's Secret's 'perfect body' ad with a successful social media campaign titled #ImNoAngel.
The campaign drew praise as it showed women of all shapes and sizes posing in lingerie, proving that you don't need the trim and toned physique of an underwear model in order to be considered beautiful.