Who: Linda Heasley, President and CEO, Lane Bryant
Why: She’s making it a priority to reshape the public perception around plus-size clothing options.

“Calling All Chubbies.”

Believe it or not, that line was as actually used in a black-and-white advertisement for plus-size retailer Lane Bryant. It’s unclear when the ad ran, but it sums up the key issue the plus-size fashion space is still facing — removing the stigma for its target customer base.

Lane Bryant president and CEO Linda Heasley was well aware of that stigma and other challenges facing brands in the plus-size space when she took the job in 2013. According to a recent Business Journal article, Heasley has made it a priority to reshape the public perception around plus-size clothing options.

How is she going about doing this? For starters, she spearheaded the company’s move to invest in and rename its athletic line.

“When [our customers] were working out, they had to borrow clothing from their significant other to go to the fitness center,” Heasley said. “The thought of this whole offering is so she didn’t have to be embarrassed to do what every other woman in America does — go to Starbucks or get groceries wearing comfortable athletic leisure wear.”

After more than a year designing, testing and experimenting, Lane Bryant’s athletic line was launched last month with a new name: Livi Active. It includes yoga pants, moisture-wicking active tanks, jogger pants, sports bras and more. The company has already received positive feedback from customers and fashion bloggers, and Heasley said Livi Active will continue to be a priority through 2015. Lane Bryant is planning to reach out to customers soon to see how the collection can be improved.

Heasley also added a runway-inspired fashion collection called 6th & Lane this past fall. It includes pieces like a faux-leather tank, mesh blocked leggings and a printed, cut-out dress.

“Runway-inspired fashion represents a new direction for Lane Bryant,” Heasley said.

Furthermore, Lane Bryant changed its internal terminology. There’s no more “plus size” at the company; there’s only “her size.”

“All women are uniquely beautiful and sexy,” Heasley told Business Journal. “Fashion is what you buy; style is what you do with it. We’re very much about no judgment. Internally, as a brand, we call it ‘her size.’”