Victoria’s Secret has launched a new line of bras, with the slogan “Perfect fit. Perfect comfort. Perfectly soft.” Sounds great, right? So, why has a petition on Change.org garnered over six thousand signatures asking the brand to re-think their marketing strategy? Well…
UK students Frances Black, Gabriella Kountourides, and Laura Ferris created the petition after spotting the advertisement at a mall in Leeds. “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,” their petition reads.
The women have also taken to Twitter to voice their concerns, and the hashtag #iamperfect is trending, with hundreds of tweets reminding the brand that there’s actually no such thing as a “perfect body.”
We all know that unrealistic beauty standards can be harmful to women’s self-image, especially to young women in a critically vulnerable time. You know, like the teenagers who make up the target audience for the Victoria’s Secret PINK line. And while the ad was intended to communicate that the bra itself—named the “Body Bra”—is the “perfect” bra for all occasions and wears, the message that is communicated is quite different. (Maybe someone in the marketing department should have noticed that merely putting the word “body” in quotes just wasn’t gonna cut it?)
This certainly isn’t the first time Victoria’s Secret has come in the line of fire, and it’s not even the first time that they’ve sparked controversy surrounding their use of the word “body.” The lingerie brand's 2010 "I Love My Body" campaign earned itself similar criticisms.
If you agree with Frances, Gabriella, and Laura, you can head over to Change.org to sign the petition.