An online petition is calling for Victoria's Secret to rethink an 'irresponsible' new product launch for their 'The Perfect Body' underwear range.
The accompanying advertising campaign features women - in their underwear, unsurprisingly - with the words 'The Perfect Body' emblazoned across the front.
Now, there's no denying that these models have beautiful bodies. But the usage of the word 'perfect' has been labelled 'irresponsible' and 'damaging' by critics.
The petition, fronted by students Frances Black, Gabriella Kountourides and Laura Ferris, calls for the brand to rethink or retract their campaign. Because, as everyone knows, women come in all shapes and sizes - and 99.9% of us look nothing like Karlie Kloss, Cara Delevingne or Alessandra Ambrosio in our undies. Not even close.
The campaign, which features on change.org, reads as follows:
- We would like Victoria’s Secret to apologise and take responsibility for the unhealthy and damaging message that their wording ‘The Perfect ‘Body’’ sends out to society about women’s bodies and how they should be judged. These words are featured in their new advertising campaign for their range of bras Body.
- We would like Victoria’s Secret to change the wording on their advertisements for their bra range Body, to something that does not promote unhealthy and unrealistic standards of beauty, as well as pledge to not use such harmful marketing in the future.
Petition co-writer Frances Black first spotted the campaign at Trinity Shopping Centre, Leeds.
"This kind of advert sends an incredibly unhealthy message to society about women's bodies, and promotes health issues such as negative body image, low self esteem and eating disorders," she tells HuffPost UK Lifestyle.
"We chose to start the petition as we felt that Victoria's Secret needed to hold themselves accountable for such irresponsible, harmful marketing."
HuffPost UK Lifestyle have contacted Victoria's Secret and are awaiting a response.
But the trio aren't the only ones upset by the campaign name.
Got a card in the mail from Victoria's Secret advertising their Perfect Body line w/3 ultra thin models pictured. What a sad message to send— AverieMaddox (@RABBITISH1) October 20, 2014
What gives Victoria's Secret the right to say what a "perfect" body is?? Stop body shaming!! pic.twitter.com/m57SJ96mn1— hb (@hannahmbooth) October 12, 2014
Victoria's Secret has a new line out called "The Perfect Body." What the hell is wrong with the world?— Addison Reynolds (@reynolds5295) October 12, 2014
Sorry Victoria but it's not a secret every body is perfect the way they are pic.twitter.com/2xYtKY3eoi— Brittany (@britbrit91011) September 29, 2014
What do you think of the campaign? Let us know in the comments below or tweet us @HuffPoLifestyle