Plus size retailer Lane Bryant hits out at Victoria's Secret with #ImNoAngel underwear campaign

The American retailer has released the provocative new lingerie campaign.

I'mnoangel campaign (Lane Bryant)

Lane Bryant has taken a swipe at lingerie retailer Victoria's Secret with its new campaign #I'mNoAngel.

The US plus-size retailer launched the new campaign yesterday which features 8 models all wearing the brand's new Cacique style bra and proudly showing off their curves.

The campaign states: "The women who wear Cacique know that sexy comes in many shapes and sizes. They’re no angels—and they own it. Join the women who are redefining sexy by posting your personal statement of confidence using the hashtag #ImNoAngel."

The spring ad features Ashley Graham who has editorials for Vogue and Love under her belt, Justine Legault, Elly Mayday, Marquita Pring, Candice Huffine (who appeared in this year's Pirelli calendar) and Victoria Lee.

The launch of the campaign comes at a time which has seen the fashion industry increasingly embracing diversity of body-shapes.

The models attended a launch event at the brand's New York store yesterday, posing alongside the racy new campaign images.