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Plus size fashion retailer Lane Bryant is ready to remind the fashion industry that all women are equal with their mysterious new ad campaign featured in the latest issue of Vogue Magazine.

The new ad, accompanied by the hashtag #PlusIsEqual, is in the coveted September issue of Vogue, their big Fashion issue that clocks in at astounding 832 pages (fashion bible, indeed). At first, no one knew who was behind the ad since Lane Bryant did not place their logo or mention their name on the ad. The double-page spread just linked to a website: plusisequal.com.

However, the retailer announced today on social media that the ad is theirs and all we know is that on Sept. 14, 2015, something is happening. The text reads “It’s time to change. Be part of it.”

On the Plus is Equal website, it states:

plus is equal 2nd image 8-26-15

We are excited and looking forward to seeing what this campaign will entail. We do find it ironic that this ad was placed in a magazine where there are no plus size women/models to be found but maybe that’s the ingenious part of this campaign? Vogue is already under fire for not using any plus models in the issue so the conversation has already begun.

Lane Bryant seems to be on a mission to do better when it comes to their customer. Earlier this year, they launched their #ImNoAngel campaign in an effort to show body diversity and take a swipe at Victoria’s Secret for not using any plus size models. However, the retailer encountered some backlash at the lack of diversity in the plus models used in their campaign.

Read moreLane Bryant Wants To Redefine What Sexy Is With Their #imnoangel Body Acceptance Campaign

While it seems that the retailer did not succeed in appeasing all of its customers with that campaign, they are making an effort and are not shying away from having a conversation about body diversity.

We reached out to Lane Bryant for a comment and the retailer is remaining quiet for now.

What do you think of the #PlusIsEqual campaign? Please let us know what you think below.

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