ANGELS FACE OFF: Lane Bryant, seeking to elevate its image and alter certain notions on large sizes, officially launched its #ImNoAngel campaign Monday at the brand’s 34th Street flagship in Manhattan.

The campaign also involved “pop-up” concerts Monday in New York City, with the first all-female hip-hop group Salt-N-Pepa. Joined by campaign models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday, Salt-N-Pepa traveled around the city performing in an open-top #ImNoAngel bus. Salt-N-Pepa’s performance was accompanied by a choreographed flash mob. Salt-N-Pepa is a supporter of body acceptance.

This story first appeared in the April 7, 2015 issue of WWD. Subscribe Today.

The campaign centers around a series of photographs and a video taken by photographer Cass Bird featuring the models dressed in the brand’s Cacique lingerie and styled by Kathryn Neale. They wiggle, describe themselves as “hot” and one professes “I’m no angel,” in an apparent crack at Victoria’s Secret top models known as Angels.

“Our brand has begun to change the conversation of traditional notions of beauty, and we are excited to break the mold of how society defines sexy,” said Lane Bryant president and chief executive officer Linda Heasley.