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Body Image

Victoria's Secret change 'damaging' Perfect Body campaign after online backlash

A petition was signed by over 27,000.

US LINGERIE GIANT Victoria’s Secret have altered their Perfect Body campaign in the wake of online backlash over its portrayal of body ideals.


After the advert appeared on their retail website, body-positive campaigners went viral with a petition to have it removed–branding the slogan ‘unhealthy’ and ‘damaging’.

As a result of the uproar, the tagline has been changed to include a new message, ‘A body for everybody’, but the 10 models remain the same.

enhanced-9279-1415274402-6 Victoria's Secret Victoria's Secret

Victoria’s Secret remained silent on the change, but confirmed to the Independent that the tagline was altered today.

The move comes after a petition received 27,000 signatures, requesting that the company ‘apologise for and amend the irresponsible marketing’ of the bra range.

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’.

The petition, started by three students from the University of Leeds, has been updated to express delight with the change–but they are still hoping to take it further.

This is amazing news! However the campaign is NOT over! We still want them to change all of the posters in their stores, apologise and pledge to not use such harmful marketing in the future. So let’s keep spreading the word!

The posters in retail stores appear to still display the slogan and Victoria’s Secret have yet to release an answer as to whether these will be altered or not.

Underwear company Dear Kate made their own advertisement in response to the outcry, saying ”Through this photo, we showcase women who are often neglected by the media and traditional retailers. We show the multitude of shapes perfect bodies can take”.

sidebyside_6ea02948-96ac-4959-816e-a79e8ec6c327 Dear Kates Dear Kates

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