A new campaign from mail order lingerie company Victoria’s Secret has sparked an online petition after the ads – which feature skinny underwear-clad models under the strapline The Perfect Body – have been branded irresponsible and damaging.
The US company, which also operates shops in the UK and online, has always used top models to promote its wares. The so-called Victoria’s Secret Angels have included Claudia Schiffer, Eva Herzigová and Heidi Klum.
But its latest campaign, featuring three unknowns, has caused the biggest stir so far, and an online petition on Change.org – launched by three students from Leeds – has already received over 8,000 signatures.
One of those behind the petition, Leeds University student Frances Black told the Telegraph: “I just think it’s a really, really damaging message to send to young women. A brand like Victoria’s Secret is hugely popular in America and in the UK, and they mainly market to young women.
“It’s really hurtful to women’s self-esteem. I’d like them to apologise and take accountability for choosing the wrong words for the campaign. I’d like them to amend the wording and pledge not to use such harmful language in the future.”
Black saw the ad at Trinity Shopping Centre in Leeds and launched the petition along with fellow students Gabriella Kountourides and Laura Ferris.
It states: “Every day women are bombarded with advertisements aimed at making them feel insecure about their bodies, in the hope that they will spend money on products that will supposedly make them happier and more beautiful.
“Victoria’s Secret’s new advertisements for their range of bras Body use this tactic, and send out a damaging message by positioning the words ‘The Perfect ‘Body’’ across models of exactly the same, very slim body type.”
The campaign has also taken off on Twitter with the hashtag #iamperfect.
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Victoria’s Secret in online bust-up http://t.co/njq1vx0AlR #advertising #digitalmarketing