| Title | Prabal Gurung x Lane Bryant |
| Agency | Laird+Partners |
| Campaign | #ThisBody |
| Advertiser | Lane Bryant |
| Brand | Lane Bryant |
| Posted | February 2017 |
| Business Sector | Apparel, Fashion & Footwear |
| Story | Lane Bryant – the most recognized specialty size apparel brand – today is launching a new national campaign created by NYC-based Laird + Partners. The new effort is an evolution of the breakthrough #ThisBody campaign that, in the past year, has spawned a movement to shatter outdated body image perceptions and encourage women to love the skin they’re in, no matter what size. But this time around there’s something new – a designer collaboration with celebrated American ready-to-wear designer Prabal Gurung, a partnership that creates a stronger link to fashion for the plus-size brand. A largely digital effort, the centerpiece of the campaign is a :30 hero video that features playful interactions between Gurung and model Ashley Graham, acting as designer and muse, respectively. In the video, titled “Prabal Gurung X Lane Bryant,” we see a close-up of Graham whispering in Gurung’s ear, “Dress me,” which leads to cuts of Graham modeling different pieces from the new collection with Gurung by her side. The spot ends with Gurung’s declaration: “My Collection…” and Graham’s response, “…Inspired by #ThisBody.” Other digital elements include ten behind-the-scenes videos that communicate the brand’s new emphasis on inspiration. Using #ThisBody as his muse, Gurung has created a collection that finally gives women what they’ve been asking for – plus-size clothing that allow women to shine. #ThisBody deserves the designer treatment, because #ThisBody is an inspiration. The goal of the campaign is to provide women with the fashion they’ve been craving by a top designer who is inspired and ready to celebrate all women as icons. "Curves aren’t made to be designed around, they are made to be designed for," said Hans Dorsinville, Partner, EVP and Group Creative Director at Laird + Partners. "With this campaign, we wanted to celebrate the idea that designers could – and should – be inspired by the body that represents 67% of America." Another newsworthy aspect of the campaign is that it coincides with Graham’s first American Vogue cover – a group cover with six other “next wave” models who are defying stereotypes – that hits select newsstands today and available nationally on 2/21. The special March Vogue issue also includes a two-page photo spread for the new Lane Bryant Prabal Gurung Collaboration that was photographed by renowned duo Inez and Vinoodh (they also shot the March Vogue cover). Other elements of the campaign include print, digital banners and in-store components. |
| Media Type | Web Film |
| Length | |
| Creative Director | Hans Dorsinville |
| Creative Director | Head of Digital Design |
| Integrated Strategy | Mike Karam |
| Art Director | Sarah King |
| Copywriter | Leah Konen |
| Producer | Miriam Herzfeld |
| Director Account Services | Jackie Blum |
| Account Director | Caroline Macmillan |
| Content Director | Yale Breslin |
| Social Media Strategist | Natalie Paul |