They're not angels. But the fact they're in an underwear campaign is a welcome miracle.

You are not used to seeing underwear models like these.

The women who are usually employed to sell us underwear only ever look one way.

They look like this:

Which is why were are beyond happy to see this campaign,  from ‘plus-size’ lingerie brand Lane Bryant, whose new campaign ‘I’m No Angel’ is getting a lot of love.

The campaign’s title  looks to take a dig at Victoria Secret’s use of “angels” to sell us their undies.

“How boring would it be if we were all the same?” the campaign asks as models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault, and Elly Mayday confidently pose in lingerie.

You can watch the video here…

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The campaign has received plenty of praise with the hashtag #ImNoAngel taking off on social media.

The ad comes as the fashion industry is (finally) increasingly focused on celebrating body diversity. With campaigns like #DropThePlus and France’s ‘anti-anorexia campaign this year.

“Our ‘#ImNoAngel’ campaign is designed to empower ALL women to love every part of herself. Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way,”  Linda Heasley, CEO and President of Lane Bryant said in a statement.

Read more: Here’s what having 4 babies in 5 years can do to your body image.

But not everyone is loving the campaign. Some have criticised the ad for reverse-body-shaming with their swipe against the Victoria Secret Angels.

What do you think of the #ImNoAngel campaign?