Trends in fashion may change every season, but the canon of beauty in terms of the models remains the same as in the past number of decades: tall and skinny models which are always presented by the fashion industry like the epitome of beauty and sensuality. This picture of “perfection” may be coming to an end. Consumers and some companies have been clamoring for diversity in fashion for a few years now. Their main demand is that the fashion industry portray the wide range of people that buys their clothes, because not all of them are 36-24-36.

The latest attempt? An underwear campaign that went viral in a few hours.

Plus-size company Lane Bryant ¨broke the Internet¨ with its new #ImNoAngel campaign. The underwear campaign featured six plus-sized supermodels: Ashley Graham, Candice Huffine, Marquita Pring, Victoria Lee, Justine Legault and Elly Mayda.

Sexy is defined by EVERY woman, not SOME. Repeat after us: #ImNoAngel pic.twitter.com/DKLZdmS50e

— Lane Bryant (@lanebryant) abril 6, 2015

This powerful campaign has been interpreted as a response to a Victoria’s Secret's campaign called ¨The Body¨ and its tendency to feature models that fit one beauty standard, but also, to present them as the ideal women. Before Lane Bryant, the  lingerie brand JD Williams created #PerfectlyImperfect campaign, also in response to Victoria’s Secret’s perfect body campaign. The aim of JD Williams was also to promote confidence for all women regardless of age, size or shape.

 

We're so proud to see everyone embracing our message. #ImNoAngel

A photo posted by Lane Bryant (@lanebryant) on

Apr 7, 2015 at 10:19am PDT

¨Sexy is defined by EVERY woman, not SOME. Repeat after us: #ImNoAngel¨, claim Lane Bryant on its Twitter account. A lot of women have already responded to this call, sharing their own versions of what sexy means.