Victoria's Secret Has Changed Its "Body-Shaming" Campaign — But Is It Enough?

Photo: Via Victoria's Secret.
Last week, we reported that three U.K. students had started a petition to get Victoria's Secret to change its "Perfect Body" campaign. Now, The Independent reports that the company has renamed its campaign in response to the backlash.
The brand's new campaign trumpets, "A Body For Every Body." The Cut calls the new slogan "a gaseous clouds of meaninglessness," but since it's meant to promote VS' "Body" product line, we think it makes sense — at least, semantically speaking. But, maybe not so much visually.
See, the new campaign uses the same pic as the old one, and features models that do not, by any stretch of the imagination, represent "every body." Unless you mean every body that belongs to a super-hot model who wears lingerie for a living. In which case, they've got all the bodies!
Maybe the 27,000 people who signed the Change.org petition will be satisfied with the new slogan. But, in some ways, the new ads' messaging is no better. If the original campaign was an insult to any woman larger than a supermodel (insofar as the term "perfect body" apparently did not apply to them), this new ad arguably makes them even more invisible. Because, even in a campaign that specifically mentions "every body," larger bodies are nowhere to be found.
While we're glad to see a brand making a change in response to customers' dissatisfaction, we think the brand's about-face would have made a much more powerful statement if it included actual body diversity, rather than just mentioning it. (The Independent)
Advertisement

More from Stores

Watch

R29 Original Series

Watch Now
Documentary
Five love stories behind diverse, multicultural marriages.
Watch Now
Lifestyle
Life experiments, 5 days at a time.
Watch Now
Fashion
The style of subculture.
Watch Now
Beauty
Viral trends, tried and tested.
Watch Now
Documentary
From vibrators to lipstick, learn how your favorite products are made.
Watch Now
Documentary
Extraordinary, one-of-a-kind individuals
Watch Now
Documentary
The latest stories to watch.
Watch Now
Lifestyle
Inside the homes of millennial women — & what they paid for them
Watch Now
Comedy
Let's talk about sex, baby.
Watch Now
Documentary
Female artisans around the world
Watch Now
Politics
Made by and for smart, opinionated women.
Watch Now
Film
We helped 12 female directors claim their power.