Victoria’s Secret has changed the slogan on its latest lingerie campaign to read ‘a body for every body.’
The new spin replaces the original slogan, which was ‘the perfect body’, and was controversially stamped over an image of three of its super-skinny Angels: Behati Prinsloo, Lily Aldridge and Jasmine Tookes.
While the somewhat ambiguous new slogan now graces the same promotional image on Victoria’s Secret’s website, the billboards have apparently yet to be swapped in UK stores, and no statement or apology has been issued by the brand.
All better now? While the somewhat ambiguous new slogan now graces Victoria’s Secret’s website (pictured), no statement or apology has been issued by the brand
Victoria’s Secret’s original ad sparked mass outrage last month with lobbyists arguing that in declaring the tall and tiny bodies of its models as being ‘perfect’ it was sending out a dangerous message.
More than 27,000 people signed a Change.com petition started by angry consumers asking for an apology, and for the campaign to be scrapped.
The petition was set up by three students, Gabriella Kountourides, Laura Ferris and Frances Black, who spotted the advert in a shopping centre in Leeds.
Calling on Victoria’s Secret to ‘apologise for, and amend the irresponsible marketing of your new bra range “Body”,’ the campaign states that the ad sends out an ‘unhealthy and damaging message about women’s bodies and how they should be judged’.
Big shout: The original advert features (from left) Angels Behati Prinsloo, Lily Aldridge and newcomer Jasmine Tookes, with the words ‘the perfect body’ emblazoned across their taught stomachs
In the impassioned but eloquent post on the petition site the three students state:
‘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.
‘All this does is perpetuate low self-esteem among women who are made to feel that their bodies are inadequate and unattractive because they do not fit into a narrow standard of beauty.
‘It contributes to a culture that encourages serious health problems such as negative body image and eating disorders.
Outrage: The controversial ad prompted an avalanche of reaction from angry consumers on Twitter (pictured)
‘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.’
Many of those choosing to sign the petition were echoing these sentiments in the comments section.
Hannah Welby writes: ‘Body shaming is irresponsible and damaging. As is setting a specific standard of beauty and perfection.
‘As women we need to be encouraged and celebrated in all our appearances and not pigeonholed. For male campaigns this can also be an issue that needs adressing.’
Not impressed! Pictured, shoppers demonstrating their displeasure on social media
A previous employee of the brand, Amanda Synder agrees, writing: ‘Society needs to change the way they view a woman’s appearance.
‘As a former Victoria’s Secret employee, I know that the company was developed to design lingerie to make women feel better about themselves. The marketing team apparently didn’t get the memo.’
The petition was updated today to acknowledge the new slogan and states: ‘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!’
MailOnline contacted Victoria’s Secret for a comment but at the time of publication they had not responded.