Lane Bryant celebrates 120th anniversary

Plus-size women's brand Lane Bryant is celebrating its 120th anniversary this year through a series of in-store and online events.

Established in 1904 by Lena Himmelstein Bryant, the brand aims to honor its founder’s legacy by offering its customers inclusivity, innovation, and the best fit within the plus-size fashion space. A beacon for women of all shapes and sizes to enjoy stylish and well-designed apparel, Lane Bryant’s interest in dressing curves laid the groundwork for inclusive fitting and paved the way for the opening of the brand’s first store on Fifth Avenue in New York City.

Together with her team, Lane Bryant created a proprietary size-grading system that prioritized proper fit in each garment, no matter the size on the tag. Through the brand’s recently launched Fit for You initiative, Lane Bryant continues to underline its founder’s commitment to fit today, designing pieces that feel as if they are tailored to fit each customer’s curves.

"While there are several American fashion brands started by women, for women, none have been in existence since 1904," said Mary Castilo, EVP and chief merchandising officer of Lane Bryant, in a statement. "We're here today thanks to the love, loyalty, and support shown to Lane Bryant over the decades by our incredible community of customers, associates, and friends. And we look forward to celebrating with everyone."

Lane Bryant has kicked off anniversary celebrations today in-store and online at LaneBryant.com, which includes the launch of a new, exclusive Forever Faves Collection, a curated assortment of timeless wardrobe staples. In addition, Lane Bryant will host an in-store anniversary event on September 7, offering customers the opportunity to participate in exclusive product giveaways. Additionally, a limited-edition anniversary bracelet will be gifted with qualifying purchases.