"This whole campaign that Lane Bryant did is going to change what lingerie campaigns are going to be like for the rest of the year," plus size model Ashley Graham told ET.
"This is a lingerie campaign where you have women that aren't a size 2 on billboards, on TV, in print, in your face," Victoria Lee for Wilhelmia Models told ET. "And I think that it's just going to force -- in the best way possible -- everyone to want to just open their eyes to see."
The more inclusive #ImNoAngel slogan seems to be in contrast with Victoria's Secret's "Perfect Body" campaign, but is the slogan a dig at Victoria's Secret's famous angels?
"I don't think that's the important thing about it," Lee told ET. "The most important thing is just that not just women but for everybody to see this and feel excited about seeing something new and fresh."
"There's no battle lines being drawn or anything," Candice Huffine said. "It's just to be sassy."
Graham has worked with the company before, appearing in a controversial ad in 2010 that was pulled for being too sexy. She's returned to the line, which has bras up to size 44 H.