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Lane Bryant Ad

Lane Bryant

Now, this is what we're talking about!

After teasing a new plus-size lingerie line with a mysterious two-page spread in Vogue's celebrated September issue, Lane Bryant has revealed that it's the mastermind behind the new campaign, which has been appropriately dubbed "#PlusIsEqual."

The sexy, fierce and confident images feature top models Candice Huffine, Ashley Graham, Precious Victoria Lee, Georgia Pratt, Justine Legault and Sabina Karlsson, all wearing the brand's Fall 2015 collection.

But more than a collection, the #PlusIsEqual campaign is a movement. "67% of US women are size 14 to 34. But they're underrepresented on billboards, magazines, TV…everywhere," the website states.

"We believe all women should be seen and celebrated equally. See what people are saying. Add your voice and join us in calling for equal representation."

Lane Bryant Ad

Lane Bryant

The website also includes a video of the ladies strutting their stuff for the collection's photo shoot, while explaining the importance of #PlusIsEqual.

"I don't think it matters what size you are. I think it's time to represent all kinds of women," one model is heard saying. "Proud, strong, fashion-forward, stylish, super awesome—everyone deserves to be celebrated. No one's ignoring us anymore."

In honor of their launch, Lane Bryant took over Times Square during New York Fashion Week to hold a runway show featuring the plus-size beauties from the campaign, along with special guest speakers, including Wendy Williams and Brad Goreski.

Lane Bryant Ad

Lane Bryant

"What a gorgeous day to start a movement. #PlusIsEqual," the retailer tweeted earlier today.

Lane Bryant Ad

Lane Bryant

The #PlusIsEqual campaign is a follow-up to Lane Bryant's #ImNoAngel campaign from last spring, with its latest bringing attention to what it describes as "our size women" and promoting a future where labels don't exist.

Lane Bryant Ad

Lane Bryant