31 October 2014

Victoria’s Secret Ads Suggest Its Models Have Perfect Bodies, Cause Outrage

Victoria’s Secret has sparked outrage for its latest campaign promoting its new range of ‘Body’ bras.

The ads feature models with slim bodies and are accompanied by the tagline “The Perfect ‘Body’”, and appear to suggest that there is only one perfect body type.

Over 12,000 people have signed a petition in the UK calling for the lingerie brand to apologize for its marketing.

“Victoria’s Secret’s new advertisements play on women’s insecurities and send out a damaging message by positioning the words ‘The Perfect Body’ across models who have exactly the same, very slim body type. This marketing campaign is harmful. It fails to celebrate the amazing diversity of women’s bodies by choosing to call only one body type ‘perfect’.”

However the copy underneath the tagline reads “Perfect Fit. Perfect Comfort. Perfectly Soft.”, referring to the qualities of its ‘Body’ line of bras.

Nevertheless, the campaign has ticked off detractors, who have taken to Twitter to air their views.

Check out some reactions below. What do you think—are the ads insensitive or are the petitioners making a mountain out of a molehill?

Victoria's Secret - stop bodyshaming young women! #iamperfect Sign the petition here http://t.co/jB3049yIR1 http://ift.tt/1tOoxJy

— Frances Black (@FrancesNoir) October 29, 2014

No such thing as a perfect body, @VictoriasSecret. Please, stop perpetuating this myth. Only harmful. #iamperfect

— Anne A. Wilson (@Anne_A_Wilson) October 29, 2014

Victoria's Secret, I am appalled. Frick you and your "perfect body" campaign SMH YOU'RE ALL PHOTOSHOPPED http://ift.tt/1xGcgoj

— O'Haggerty (@leerocket5000) October 30, 2014

[via Adweek, images via Twitter and Victoria’s Secret]