In the video above, models read actual comments posted to them on social media, ranging from “no one should be comfortable in a size 14” to “no one should be celebrated for their weight” and, in Graham’s case, “you ruined Sports Illustrated” (talking, of course, about her historic cover from earlier this year).
The hateful comments are juxtaposed against visuals of the women dancing around in their underwear and looking absolutely confident while doing so. The point of the campaign, according to a release from the brand, is to “spotlight what it means to unapologetically celebrate themselves in spite of any adverse feelings or feedback.”
The brand hopes that by pointing out both the negative comments and positive responses, other women will be inspired to feel the same way about their own bodies. Brian Beitler, Lane Bryant CMO, explained in a release: “With the steady rise of social media also comes the scrutiny women face on a daily basis ― both in a positive and negative light. #ThisBody Is Made to Shine aims to strip away the adversity experienced and show all women that it is possible to continue to shine despite what anyone has to say. The women in this campaign shut down their naysayers and do what’s right for them.”
Along with Brooks’ starring role in the Christian Siriano/Lane Bryant collaboration campaign, this might just be our favorite shoot from the brand yet.