Clothing retailer Lane Bryant is asking fans to walk through Times Square during New York Fashion Week to build momentum behind their #PlusIsEqual campaign.
The company teased the campaign earlier in the month with a vague ad in Vogue of silhouetted plus size women and only the #PlusIsEqual message. To round out the campaign, they later pushed out videos via social and fashion sites. Lane Bryant is asking people to join the movement on Facebook, Twitter, Tumblr, Instagram and Pinterest, by hashtagging companies that largely hero a different portrayal of women (think: Vogue, Glamour and Harper’s Bazaar). The approach is simple but effective. More importantly, the company has found a unique way to bring attention to an important topic through the power of social.