Plus-size retailer Lane Bryant has taken a jab at Victoria's Secret's beauty standards with its provocative new spring campaign, I’m No Angel, which debuted today and aims to prove that 'all women are sexy' regardless of society's traditional or stereotypical views on beauty.

The black and white ads, which were shot by photographer Cass Bird, star famous full-figured models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday, who are posed in pieces from the brand's Cacique lingerie collection.

'Our #ImNoAngel campaign is designed to empower ALL women to love every part of herself [sic],' Lane Bryant CEO and President Linda Heasley said in a statement.

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Real women: Plus-size retailer Lane Bryant has not-so-subtly gone after Victoria's Secret with its new #I'mNoAngel campaign, which debuted today

Playful polka dots: The images, including this one of Candice Huffine, show famous full-figured models wearing pieces from the brand's Cacique lingerie collection

She continued: 'Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way.'

In addition to the brand's ads, which will appear on television, in print and on public transportation, as well as in Lane Bryant stores and social media channels, the company is using the hashtag #I'mNoAngel as a part of their movement to celebrate women of all sizes.

One of the images not-so-subtly takes aim at Victoria's Secret's recent The Perfect Body ad, which featured the slogan splashed across a photo of ten tall and slender models, including Angels Lily Aldridge, Behati Prinsloo and Jasmine Tookes.

After Victoria's Secret came under fire for the controversial 'body shaming' ads last fall, with more than 30,000 people signing a petition asking the company to rethink its wording, the brand changed the campaign's slogan to A Body For Everybody.

Strong message: Lane Bryant CEO and President Linda Heasley said the campaign is designed to 'empower ALL women'

Feeling shy: Ashley Graham playfully covers herself for this campaign photo

While both ads show lingerie-clad models posed in various positions, Lane Bryant's message is earning more support than controversy on social media.

Lane Bryant is even encouraging women to write #I'mNoAngel in lipstick on a mirror and snap a sexy selfie 'in hopes of igniting a significant revolution' by redefining what it means to be sexy.

Twitter user Mallorie Rosenbluth took to the social media site on Monday to write: 'I love #VS, but think this campaign is much needed & totally perfect. Kudos, Lane Bryant on your #ImNoAngel Campaign [sic].'

'Love the new #imnoangel commercial. How they should be. Cuz honey I'm no angel either [sic],' Alexandria Chavis ‏added.

Looking good: Marquita Pring proudly shows off her body in a sheer bra featuring embroidery

Natural beauty: Justine Legault wore her hair swept back as she posed in a black bra and underwear combination for the campaign

Major controversy: Last year, Victoria's Secret came under fire for releasing this Perfect Body campaign, which features tall and slender models. The brand eventually changed the slogan to A Body For Everybody

Meanwhile, Stephanie Ramirez tweeted: 'So much love for @lanebryant for their ad campaign! I was ashamed of my body size growing up. I'm still learning to love myself. #ImNoAngel.'

But Lane Bryant isn't the first lingerie company to take on Victoria's Secret's controversial Perfect Body campaign.

UK lingerie brand Curvy Kate, which retails bras in sizes D through K, also recreated the notorious image using models of all shapes and sizes.