Vogue magazine's highly popular September issue is criticized for not using any plus size model for its 832-page issue, apart from those featured in a paid-for advertisement. Six curvy models are used as silhouettes in the two-page spread of American Vogue.

The plus size advertisement campaign in Vogue is believed to have been created by American plus size retailer Lane Bryant. The campaign, which uses the hashtag #PlusIsEqual, comes at the cost of $100,000 and shows six curvy models.

“It’s about time. (And what a perfect day for this.) ‪#WomensEqualityDay ‪#PlusIsEqual,” tweeted Lane Bryant, the women's clothing store chain, focusing on plus-size clothing.

“It's time to represent 67% of US women are size 14 to 34. But they’re underrepresented on billboards, magazines, TV… everywhere,” according to the website Plus Is Equal. “We believe all women should be seen and celebrated equally. It’s time to unite our voices. Because there’s power in numbers and together we can change the equation."

The campaign then requests people to “see what people are saying” and “read the facts” and then follow their PlusIsEqual campaign. The website also conducted various polls and came to a conclusion that 65 percent of plus size women (who range from size 14 to size 34) feel that “retail industry ignores their needs.”

The website also claimed that the average American woman “has always been represented by models that weigh less, but within 17 years their average weight has dropped significantly.”

The retailer Lane Bryant is also responsible for the #ImNoAngel ads targeting the skinny Victoria's Secret angels. “Our ‘#ImNoAngel’ campaign is designed to empower all women to love every part of herself,” Lane Bryant’s CEO and President, Linda Heasley said in a statement while launching the campaign in July.

Their new campaign PlusIsEqual is expected to be launched on Sep. 14.