Plus size women rejoice as Lane Bryant launches Plus Is Equal campaign [Watch Video]

Model Anna Nicole Smith walks the runway at the Lane Bryant lingerie fashion show in New York on February 5, 2002. Reuters/Brad Rickerby

Lane Bryant, the fashion retail chain for plus size women, has successfully launched its fall advertising campaign, with the tagline--Plus is Equal. The fashion brand first teased its campaign in the prestigious Vogue September issue, where it published a paid advert showing only the silhouettes of six curvy models in a two-page spread.

The words “#PlusIsEqual, It’s time for change” were mysteriously added to the page at that time. But the lingerie giant has now launched the campaign in full swing and it stars many famous plus size models such as Ashley Graham, Candice Huffine, Precious Victoria Lee, Georgia Pratt, Sabina Karlsson, and Justine Legault, a press release at Market Watch says.

"Size shouldn't matter when you're talking about a woman who just wants to be fashionable,” Graham said in a statement. Huffine echoed her thoughts saying that plus size women like her are “proud, strong, fashion forward, stylish...same as anyone else, with extra curves."

The Plus Is Equal campaign follows the brands equally successful, I'm No Angel Spring campaign, which took aim at the skinny Victoria Secret's angels.

Renowned fashion photographer Cass Bird shot the models for the latest campaign, the release added. The Plus Is Equal campaign will feature in various fashion magazines, including Vogue and Glamour. The campaign aims to create an equality in all size of women and believes that plus size women are equally sexy.

“Though 67% of women range in size 14-24, the media still fails to represent them. 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!” Linda Heasley, Lane Bryant CEO and President said in a statement.

Check out the campaign video below: