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Victoria’s Secret has changed the message, but not the models, in a controversial fall ad campaign promoting “The Perfect Body”.
The U.S. lingerie retailer yesterday changed the text on its main webshop campaign image — showing 10 slim supermodels wearing the latest products in its ‘Body by Victoria’ bra collection — to read “A Body For Every Body”.
The company made no public comment about the change, which follows an online petition that criticized the company for spreading a “damaging message … about women’s bodies and how they should be judged.”
The petition was started by three UK university students 2½ weeks ago and has collected nearly 27,000 signatures. A Twitter campaign using the hashtag #iamperfect has generated thousands of comments from around the world, including support from public figures like Lady Gaga and Shonda Rhimes.
“I am delighted that Victoria’s Secret has changed their campaign to a more inclusive slogan, and believe it portrays a much more positive and healthy message to young girls, which is exactly what we wanted,” Gabriella Kountourides, one of the co-founders of the #iamperfect campaign, told Lingerie Talk today.
“While I am ecstatic that our campaign has worked, clearly they heard us, I am still disappointed that Victoria’s Secret has released no statement,” she added. “They still need to take responsibility for the message they sent. We would also like a pledge not to use such harmful advertising campaigns again. Although (this is) a fabulous landmark, our campaign is not over!”
Other fashion and beauty brands joined in the online debate about body-shaming and beauty standards, and American underwear label Dear Kate created an alternative version (above) of the Victoria’s Secret ad that has probably been seen by almost as many women as the original. The Dear Kate photo mimics the composition of the ‘Perfect Body’ photo which was itself inspired by an earlier photo (top) in the Dove Real Beauty campaign.
The text accompanying the photos on the Victoria’s Secret website makes no reference to the bodies of either its models or its customers. The word “perfect” is used only in the context of its bra’s qualities, mentioning “perfect fit”, “perfect comfort” and “perfect coverage”.