A new commercial from Lane Bryant may not be making its way to your television screen anytime soon, as several networks are reportedly refusing to air it. A spokesperson for Lane Bryant shared with the Daily News that multiple channels turned down the ad in its original form. “I don’t think these models are any more exposed than other models we see on TV,” she stated. “This isn’t a serious discussion about body positivity; it’s a fun way to connect with women and all women.”
NBC commented on the situation, saying, “As part of our standard advertising review process, we looked at an early version of the ad and requested minor changes to meet broadcast decency standards. The ad wasn’t outright rejected, and we look forward to seeing the revised version.” The 30-second spot celebrates women who feel confident in their own skin.
What Kind of Edits Are They Looking For?
Perhaps removing the scene with a breastfeeding child? Maybe shots of bare midriffs are acceptable only if there’s no skin pinching. A curvy figure might be seen as too provocative, making some executives uneasy.
Linda Thompson, the CEO of Lane Bryant, told Refinery29 when the This Body campaign launched in February, “We want our target audience, the industry, and society to recognize that all women are beautiful and deserve to be celebrated. This Body campaign addresses a long-overdue conversation and allows Lane Bryant to be a platform for changing perceptions.”
It seems viewers are fine with seeing plus-size women in their underwear if they are crying in front of a fitness coach, pleading to be “fixed.” But the idea of women embracing their bodies? That would send a troubling message—perhaps that being larger is acceptable? We wouldn’t want that, would we? After all, it’s unhealthy, right?
Meanwhile, no one questions whether a size zero model is consuming anything. If she’s not starving herself, who cares? But when a woman confidently occupies space and feels good about herself, suddenly there’s an issue!
The real concern isn’t health; it’s billion-dollar industries profiting off our discontent. It’s about society, including television executives, being so accustomed to seeing women of a specific size hiding themselves that it feels wrong when they don’t.
There’s nothing wrong with this ad. It’s stunning and shows no more skin than any Victoria’s Secret commercial. After being bombarded daily with messages to shrink and fix ourselves (thank you, multi-billion dollar diet industry!), it’s incredibly refreshing to see women confidently taking up space and looking fabulous while doing it.
This article first appeared on March 11, 2016.
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Summary
Lane Bryant’s new commercial, which celebrates body positivity, is facing resistance from several networks that deem it unsuitable for airing. Despite the pushback, the ad aims to empower women to embrace their bodies without shame. It highlights the ongoing struggle against societal norms regarding body image and the profitability of discontent in the beauty industry.