Plus size clothing label Lane Bryant launches #PlusIsEqual campaign

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Plus size clothing label Lane Bryant officially launched their #PlusIsEqual movement on Tuesday. The campaign's stars Ashley Graham, Candice Huffine, Precious Victoria Lee, Georgia Pratt, Justine Legault, and Sabina Karlsson all stepped out to celebrate the milestone moment at the glitzy bash held on Times Square during New York Fashion Week.

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Ashley Graham, Candice Huffine, Precious Victoria Lee, Georgia Pratt, Justine Legault, and Sabina Karlsson

The campaign first caused a stir when the models' silhouettes appeared in the September issue of Vogue, prompting speculation amongst fans as to what it would entail.

Last week, fashionistas were not left disappointed as Lane Bryant unveiled the striking black-and-white images on their Instagram page. The six models looked sensational in the photos, which sees them strutting towards the camera, showing off their enviable curves in black lingerie.

"Though 67 per cent of women range in size 14-24, the media still fails to represent them," said the company's CEO Linda Heasley. "The inequality exists and we're continuing to balance the equation. Plus is Equal. Our women are not only equal, they are sexy and fabulous."

The brand also explained the decision to launch the project on their website, calling people to "join us in calling for equal representation".

A photo posted by Lane Bryant (@lanebryant) on

Lane Bryant unveiled the new campaign in September

"We believe all women should be seen and celebrated equally," read the statement. "It's time to unite our voices. Because there's power in numbers and together we can changed the equation.

"See what people are saying. Read the facts. Then, add your voice and join us in calling for equal representation."

It comes as no surprise that American beauty Ashley was keen to be part of the campaign – she regularly speaks up about being a plus size model in the industry. The rising star made quite the impression during New York Fashion Week when she unveiled her new lingerie collection, taking to the catwalk herself and looking dazzling her designs.

"I was thinking, 'Damn, I look good!'" she told Popsugar. "It was amazing to come out and be able to come out as a designer and have everybody just appreciate all the blood, sweat and tears that went into everything."

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