The models in Lane Bryant’s new Cacique Intimates campaign have one very simple message: “Sexy comes in many shapes and sizes.” To help spread that message to more aspiring models sizes 14 to 28, the company is using the not-so-subtle #ImNoAngel as a part of its new initiative.

However, the tongue-in-cheek reference to the slender models over at Victoria’s Secret is not meant as a slight against the bra and underwear juggernaut. Instead, it is intended to inspire beautiful women who don’t fit the size 0 mold and to tear down the stigma surrounding “bigger beauty.”

“We’re not throwing shade, but we’re definitely throwing curves,” Linda Heasley, Lane Bryant president and CEO, told the NY Daily News. “It’s about great fashion, so we lead with that, not size.” 

Headlining the sultry campaign is Ashley Graham, who shook up the modeling world earlier this year after becoming the first “plus-sized” model to appear in Sports Illustrated’s annual swimsuit issue. However, Graham and fellow models Marquita Pring and Candice Huffine hope there will soon be no need for the “plus-sized” designation.

“The women who wear Cacique know that sexy comes in many shapes and sizes,” reads Lane Bryant’s website. “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.”