Lane Bryant viral campaign targets Victoria's Secret Angels stereotype

NEW YORK (WPVI) -- The Victoria's Secret Angels are arguably the world's most famous lingerie models, known for flaunting their wings down those fabulous runways.

But now, those angels have some new competition. Lane Bryant has introduced a new body-loving campaign, asking the world to help celebrate women of all sizes and redefining what it means to be sexy.

"We believe that there has been too narrow of a definition of what beauty is, and we are challenging that by inviting everyone to join in and say what is beauty, what is sexy," Lane Bryant CEO Linda Heasley said.

Women all over are taking to social media to share their love for the campaign, with one tweeting "Lane Bryant's #ImNoAngel campaign is sexy in all the right ways." Another wrote, "Women and teen girls need campaigns like #ImNoAngel to combat negative body messages."

Others posting self-loving photos to Instagram sharing why they are no angel. But not everyone is on board, with one person writing, "What about girls who naturally look like an angel?"

"We believe this campaign is something everyone can relate to," Heasley said. "It is very much about making beauty and sexy, approachable and embraceable. Plus-size models have been making headlines, Sports Illustrated featuring its first plus-size model in their swimsuit edition this year, and stores like Target and Nordstrom adding plus sizes to their designer fashions."

Body-positive activist and plus-size model Tess Holliday says it's time for everyone to redefine what beauty means.

"We have grown up in the era of Victoria's Secret and Maxim and all of these women, and it is always the same type of woman," she said. "Just to see an ad of different sizes."

The campaign is showing that whatever your "this" is, is beautiful