An American retail chain has taken aim at lingerie giant Victoria’s secret with a new campaign aimed at improving women’s body image.

Lane Bryant, a women’s retailer in the US, has launched their new lingerie line Cacique Intimates using plus-size models and the slogan “I’m no angel”.

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The use of the word angel is a direct reference to Victoria’s Secret, who nickname their super-slim models “angels”, bedecking them with bedazzled wings and skimpy lingerie.

In contrast, Cacique underwear runs in sizes 12 to 28 and pushes the idea that “sexy is defined by EVERY woman, not SOME.”

The campaign has been celebrated on social media, with many women thanking Lane Bryant for using more relatable models.

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

— Stephanie Ramirez (@stephjayare) April 6, 2015

This is not the first time Victoria’s Secret has been criticised for its use of slender models.

Recently, the lingerie giant was slammed for a website campaign featuring several “angels” with the slogan “The Perfect Body”.

After social media users accused the company of promoting unrealistic ideals, it was forced to change its slogan to “A body for every body”.