( CNN ) Lane Bryant has come up with a devil of an idea to market its lingerie while poking fun at a competitor . The plus-size clothing retailer has launched an ad campaign for its Cacique line titled # ImNoAngel , seeking to `` redefine sexy . '' In a commercial posted on You Tube , a group of plus-size models show off the bras and panties while saying things like `` How boring would it be if we were all the same ? '' and `` It 's all about how you feel . '' The campaign is a not-so-subtle dig at Victoria 's Secret and its very popular Angels line , which caters to smaller women . The lingerie giant was criticized last year for a campaign featuring the words `` Perfect Body '' over images of slender supermodels , and Business Insider reports that it is under increasing pressure from consumers to offer larger sizes . Lane Bryant 's campaign is getting positive buzz in social media land , with the company being hailed for celebrating beauty of all shapes and sizes . `` Our ' # ImNoAngel ' campaign is designed to empower ALL women to love every part of herself , '' Chief Executive Officer Linda Heasley said in a statement . `` Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it , in her own way . '' The ads will be featured in the company 's stores , on television , in print and on billboards , as well as featured on the brand 's social media accounts .
The company says it is entitled to ` ` ` sexy '' women 's Secret was criticized for its ` ` ` Body '' campaign .