What is The Perfect ‘Body’???
It appears that Victoria’s Secret thinks they know!!! However, we are very unsure!!!
The Victoria’s Secret The Perfect ‘Body’ campaign has been criticised for their use of an inappropriate slogan. The ad features ten very slim, tall models to promote the prestigious brands new Body bra line. The issue lies with the statement The Perfect ‘Body’, which suggests that Victoria’s Secret are implying that the women should strive to be ultra slim to be possess ‘the perfect body’. The high profile brand has failed to use a variety of shapes and sizes within the campaign and therefore, is advertising an unrealistic perception of femininity.
Why couldn’t the lingerie label use various physiques to promote their new line and show a greater understanding of the ‘perfect body’?
Has the designer brand successfully excluded a huge population by using an offensive advertising campaign or were they simply representing their typical catwalk model presence of Victoria’s Secret Angels?
Or was the statement simply an innocent pun as their new bra collection is named Body and is where the emphasis lies? In other words “The Perfect Bra.” If so, the American lingerie label did not think fully analyse how the slogan would be perceived.
The British fashion brand, JD Williams’ response to the unattainable image that Victoria’s Secret campaign has portrayed is to recreate the image with a significant difference. The retailer has launched a #PerfectlyImperfect campaign including models who measure at a size 10 to 16. The crucial difference is that a variety of shapes, sizes and ages are explored within the shot promoting a healthy body image. JD Williams are hoping to capture a still, which enhances body confidence and acceptance. The brand have also encouraged women to share their #FavouriteFlaw on all social media platforms to view their figures in a positive light. The retailer is focused on portraying a realistic perception to celebrate beauty in a variety of forms.
Ed Watson, a spokesperson for the retailer, states: “We have a responsibility as a retailer to promote positive body image to our customers and that means being representative of women in the UK.”
British students, Frances Black, Gabriella Kountourides and Laura Ferris have organised a petition against the Victoria’s Secret campaign in the hope that the lingerie label will apologise for their recent marketing ploy. The trio are worried that the message sends an unhealthy, judgemental and damaging message to women. Their goal is for the underwear brand to change their wording to avoid offending and promoting unrealistic standards. The petition has reached over 20,000 supporters, which will continue to rise until Victoria’s Secret changes their harmful choice of words.
The students state: “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.”
“The marketing campaign is harmful. It fails to celebrate the amazing diversity of women’s bodies by choosing to call only one body type ‘perfect.’”
“Victoria’s Secret is hugely popular among women, and they have a crucial responsibility to not use harmful and unhealthy ideas to market their products. We would like Victoria’s Secret to take responsibility for their irresponsibility.”
“We’re asking them to change the advertisements and pledge not to use such marketing in the future.”
What do you think of Victoria’s Secret’s choice of wording ‘The Perfect Body’ that is stamped across a row of slender, tall models?
Do you think that JD Williams were right to respond in such a way or was Victoria’s Secret marketing ploy an innocent pun that has spiralled out of control?