A lingerie campaign of the label Victoria’s Secret angry tempers. The images of slim models were titled “The perfect body”. A campaign called for changes. Which have now been implemented.
The admiration for commercial beauty is often enough accompanied with the feeling of being aware of flawless models under pressure. Marketing floors this has always been a fine line. Finally, the underwear company Victoria’s Secret drew the anger of customers in coming.
For an advertising poster in the UK marketing professionals put ten models in underwear in the scene. Later, a logo was added: “The perfect body” – the perfect body. A play on words, the name of the lingerie line is also “Body”.
It rained protest, under the hashtag #iamperfect did critics voice their opinions. The campaign was offensive and distorting a healthy body awareness. In the “Daily Mail” wrote a columnist: “The word ‘perfect’ to use, is not only offensive to about 99.9 percent of the female population who have no ‘perfect’ model dimensions; it is totally irresponsible and downright cruel.”
Some women posed later in the same formation in underwear – without a model figure – and Posts were the photo.
An online petition was quickly placed, ask the signers Victoria’s Secret to apologize. “Change Your irresponsible marketing.” So far, more than 29,000 people have signed.
The public criticism had an effect: Victoria’s Secret has changed its slogan – quietly. An apology or opinion was not contrary to the claims. Now it is among the scantily clad women: “A body for everybody” – what a pun is again, however, alludes to, that every body can find the perfect underwear.
That made it better but only conditionally. The initiators, students from Leeds, the online petition showed indeed satisfied with the change. The “Daily Telegraph” However, they criticized that it was still more than silly to suggest that these models “everyone” represented.
The 22-year-old Gabriella Kountourides told the newspaper: “We would have liked the public apology from Victoria’s Secret.”
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