Is Lane Bryant's latest plus-size ad a dig at Victoria's Secret?

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Is Lane Bryant's Latest Plus-Size Ad a Dig at Victoria's Secret?


The message behind Lane Bryant's #ImNoAngel campaign is that every size is beautiful.

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"This whole campaign that Lane Bryant did is going to change what lingerie campaigns are going to be like for the rest of the year," plus size model Ashley Graham told ET.

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Lane Bryant lingerie
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Is Lane Bryant's latest plus-size ad a dig at Victoria's Secret?
NEW YORK, NY - APRIL 06: (L-R) Victoria Lee, Justine LeGault, Marquita Pring and Candice Huffine attend Lane Bryant 'I Am No Angel' launch event With Salt N Pepa at Lane Bryant on April 6, 2015 in New York City. (Photo by Johnny Nunez/Getty Images)
NEW YORK, NY - APRIL 06: Model Ashley Graham attends as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: Model Marquita Pring attends as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: (L-R) Victoria Lee, Justine LeGault, Jeremiah Nunez, Marquita Pring and Candice Huffine attend Lane Bryant 'I Am No Angel' launch event With Salt N Pepa at Lane Bryant on April 6, 2015 in New York City. (Photo by Johnny Nunez/Getty Images)
NEW YORK, NY - APRIL 06: (L-R) Sandra 'Pepa' Denton and Cheryl 'Salt' James of Salt-N-Pepa attend Lane Bryant 'I Am No Angel' launch event at Lane Bryant on April 6, 2015 in New York City. (Photo by Johnny Nunez/Getty Images)
NEW YORK, NY - APRIL 06: Victoria Lee, Elly Mayday, Ashley Graham, Sandra 'Pepa' Denton, Lane Bryant CEO Linda Heasley, Lane Bryant EVP, CMO Brian Beitler, Cheryl 'Salt' James , Marquita Pring , Candice Huffine and Justine LeGault attend as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: Models Justine LeGault and Candice Huffine attend as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: Model Justine LeGault attends as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: (L-R) Victoria Lee, Justine LeGault, Jeremiah Nunez, Marquita Pring and Candice Huffine attend Lane Bryant 'I Am No Angel' launch event With Salt N Pepa at Lane Bryant on April 6, 2015 in New York City. (Photo by Johnny Nunez/Getty Images)
NEW YORK, NY - APRIL 06: Model Marquita Pring attends as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: Model Marquita Pring attends as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: Model Victoria Lee attends as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
NEW YORK, NY - APRIL 06: Model Marquita Pring (C) attends as Lane Bryant celebrates the launch of their campaign #ImNoAngel on April 6, 2015 in New York City. (Photo by Cindy Ord/Getty Images for #ImNoAngel Cacique Exclusively For Lane Bryant)
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"This is a lingerie campaign where you have women that aren't a size 2 on billboards, on TV, in print, in your face," Victoria Lee for Wilhelmia Models told ET. "And I think that it's just going to force -- in the best way possible -- everyone to want to just open their eyes to see."

The more inclusive #ImNoAngel slogan seems to be in contrast with Victoria's Secret's "Perfect Body" campaign, but is the slogan a dig at Victoria's Secret's famous angels?

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"I don't think that's the important thing about it," Lee told ET. "The most important thing is just that not just women but for everybody to see this and feel excited about seeing something new and fresh."

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Victoria's Secret 2014 Fashion Show - Taylor Swift wows
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Is Lane Bryant's latest plus-size ad a dig at Victoria's Secret?
LONDON, ENGLAND - DECEMBER 02: Models Adriana Lima (L) and Alessandra Ambrosio (R) walk the show finale of the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Singer Taylor Swift performs on the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
Singer Taylor Swift performs at the Victoria's Secret fashion show in London, Tuesday, Dec. 2, 2014. (Photo by Joel Ryan/Invision/AP)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Sara Sampaio (L) walks the runway past singer Taylor Swift during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
Singer Taylor Swift performs at the Victoria's Secret fashion show in London, Tuesday, Dec. 2, 2014. (Photo by Joel Ryan/Invision/AP)
Singer Taylor Swift, center, performs as model Karlie Kloss walks the runway at the Victoria's Secret fashion show in London, Tuesday, Dec. 2, 2014. (Photo by Joel Ryan/Invision/AP)
LONDON, ENGLAND - DECEMBER 02: Model Behati Prinsloo walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Models Adriana Lima (L) and Alessandra Ambrosio walk the runway at the annual Victoria's Secret fashion show at Earls Court on December 2, 2014 in London, England. (Photo by Samir Hussein/Getty Images)
LONDON, ENGLAND - DECEMBER 02: Model Izabel Goulart walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Singer Ariana Grande performs on the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Elsa Hosk walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Blanca Padilla walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Karlie Kloss (R) and singer Taylor Swift are seen on the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Behati Prinsloo walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Lais Ribeiro walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Elsa Hosk walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Jourdan Dunn walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Jourdan Dunn walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Stella Maxwell walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Joan Smalls walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
Eritrean-Canadian model Grace Mahary during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre in London on December 2, 2014. AFP PHOTO / LEON NEAL == RESTRICTED TO EDITORIAL USE == (Photo credit should read LEON NEAL/AFP/Getty Images)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret models walk the runway during the finale of the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Doutzen Kroes walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Behati Prinsloo walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Stella Maxwell walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Joan Smalls walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
US model Karlie Kloss walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre in London on December 2, 2014. AFP PHOTO / LEON NEAL == RESTRICTED TO EDITORIAL USE == (Photo credit should read LEON NEAL/AFP/Getty Images)
LONDON, ENGLAND - DECEMBER 02: Model Jourdan Dunn walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Izabel Goulart walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Daniela Braga walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Adriana Lima walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Izabel Goulart,(centre,right) walks the runway during the finale of the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Singer Taylor Swift perfoms during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Martha Hunt walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Bregje Heinen walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Behati Prinsloo walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Candice Swanepoel walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Devon Windsor walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Jourdan Dunn walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Kate Grigorieva walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
Dutch model Doetzen Kroes walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre in London on December 2, 2014. AFP PHOTO / LEON NEAL == RESTRICTED TO EDITORIAL USE == (Photo credit should read LEON NEAL/AFP/Getty Images)
LONDON, ENGLAND - DECEMBER 02: Model Cindy Bruna walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Doutzen Kroes walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Alessandra Ambrosio walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Devon Windsor walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Victoria's Secret model Alessandra Ambrosio walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court exhibition centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Singer Taylor Swift performs during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
LONDON, ENGLAND - DECEMBER 02: Model Alessandra Ambrosio walks the runway during the 2014 Victoria's Secret Fashion Show at Earl's Court Exhibition Centre on December 2, 2014 in London, England. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
Model Lily Aldridge displays a creation at the Victoria's Secret fashion show in London, Tuesday, Dec. 2, 2014. (Photo by Joel Ryan/Invision/AP)
Model Alessandra Ambrosio displays a creation alongside model Adriana Lima, left, at the Victoria's Secret fashion show in London, Tuesday, Dec. 2, 2014. (Photo by Joel Ryan/Invision/AP)
Models display creations alongside singer Taylor Swift, front left, at the Victoria's Secret fashion show in London, Tuesday, Dec. 2, 2014. (Photo by Joel Ryan/Invision/AP)
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"There's no battle lines being drawn or anything," Candice Huffine said. "It's just to be sassy."

Graham has worked with the company before, appearing in a controversial ad in 2010 that was pulled for being too sexy. She's returned to the line, which has bras up to size 44 H.

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"I've got cellulite fat rolls. I jiggle in places that some wouldn't like to see, but I don't care because I know that within my imperfections it's absolutely beautiful," Graham said.

Watch the video for more.

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