BBC Homepage
  • Skip to content
  • Accessibility Help
  • Your account
  • Notifications
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • More menu
More menu
Search BBC
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
Close menu
BBC News
Menu
  • Home
  • InDepth
  • Israel-Gaza war
  • War in Ukraine
  • Climate
  • UK
  • World
  • Business
  • Politics
  • Culture
More
  • Tech
  • Science
  • Health
  • Family & Education
  • In Pictures
  • Newsbeat
  • BBC Verify
  • Disability
  • Trending

Victoria's Secret changes course on 'Perfect Body' ads

  • Published
    7 November 2014
Share page
About sharing
#IAmPerfect tweetImage source, Twitter
BBC Trending
What's popular and why

#IAmPerfect was the response to an ad campaign titled The Perfect Body featuring a line-up of Victoria's Secret models.

Three British students took issue with the campaign, resulting in the online advert being retracted, but not an apology from the lingerie giant. The ad, for a bra called Body, perpetuated low self-esteem among women who did not fit into a narrow standard of beauty, argued Leeds students Frances Black, Gabriella Kountourides and Laura Ferris. Using a Change.org petition, the women said Victoria's Secret should take responsibility for the message it sent to women, rather than promoting "unhealthy and unrealistic standards of beauty".

According to the campaigners, the advert failed "to celebrate the amazing diversity of women's bodies by choosing to call only one body type 'perfect'." They asked for the ad's message to be changed, and for an apology from the company. As of Friday afternoon, the petition had attracted more than 29,000 signatures. US underwear company Dear Kate responded in turn, posting their own version of The Perfect Body, showcasing a variety of body types.

Response to Victoria's Secret Perfect Body advertImage source, other

Victoria Secret should have realized at least a segment of their consumer base would be offended by the ad campaign, says Jerry Wind, Wharton School Lauder Professor and Professor of Marketing. "There's a general consensus that you should be respectful of your customers. To the extent that the audience reacted negatively shows a lack of respect to its clients." It's best, says Wind, to study reaction with a target audience, before release. However, "the fact that they responded is good - it shows they're listening to the customers".

For their part, consumers armed with social media hold a different power than in the days of writing a letter to headquarters. "Those who were concerned did the right thing," said Wind. "They got on the social networks with the assumption the company is listening to this and react and that's exactly what happened." While Victoria Secret did change the online ad, the in-store ads are unaltered from the original. Victoria's Secret did not respond to the BBC for comment.

TweetImage source, Twitter

Reported by Micah Luxen

You can follow BBC Trending on Twitter @BBCtrending, external

All our stories are at bbc.com/trending

Top stories

  • Play: Cooler Than Me?

    • Attribution
      Weather
    • Published
      13 hours ago
  • BBC News app

    • Published
      30 April

More to explore

  • How to see Sunday's 'Blood Moon' total lunar eclipse

     The full moon, also known as the "Blood Moon," is seen in Mexico City on March 14, 2025, during a lunar eclipse.
  • When I left the military I felt quite alone: Female veterans call for more support

    Two photos show Bex in combat fatigues (on the left) and as a civilian now (on the right)
  • One of the world's most sacred places is being turned into a luxury mega-resort

    The mountains at dusk, from Jebel el Ahmar in 2024. Light hits the top of a rocky mountain range, which stretches into the distance
  • Carlo Acutis: From a baptism in London to the first millennial saint

    A woman in a crowd at the Vatican, wearing a white T-shirt and a pale blue baseball cap holds up a portrait picture of curly-haired Carlo Acutis, wearing a red jumper with blue collar, with the white handles of a backpack showing
  • Jamie Borthwick axed from EastEnders after 19 years

    Jamie Borthwick
  • Inflatable tanks and flat-pack guns - inside Ukraine's decoy war

    An inflatable tank in Ukraine
  • Market ructions and cabinet reshuffles will help shape Reeves' Budget

    Chancellor Rachel Reeves, wearing a powder blue suit, standing with her hand over some model houses which are just seen in front of her
  • One of America's most wanted evaded the FBI for 21 years - only to be found in Wales

    Two images of the same white man. On the left how he looked like when he was younger with brown hair, on the right wearing glasses and smiling at the camera.
  • Anna Wintour was Vogue. Now she's stepped back, can the magazine stay relevant?

    Anna Wintour
loading elsewhere stories

Most read

  1. 1

    Sirens blare from millions of phones in national test of emergency alerts

  2. 2

    Czech police finally catch up with 'phantom racing car driver'

  3. 3

    'Overwhelming support' after JD Vance walkout

  4. 4

    Microsoft cloud services disrupted by Red Sea cable cuts

  5. 5

    Five-day London Underground strike under way

  6. 6

    Carlo Acutis: From a baptism in London to the first millennial saint

  7. 7

    Arrests at rally against Palestine Action ban rise to 890

  8. 8

    How to see Sunday's 'Blood Moon' total lunar eclipse

  9. 9

    Zelensky condemns 'ruthless attack' after Russia hits main government building in Kyiv

  10. 10

    Healey says more military sites could house asylum seekers

BBC News Services

  • On your mobile
  • On smart speakers
  • Get news alerts
  • Contact BBC News

Best of the BBC

  • From rough diamonds to a highly polished scam

    • Attribution
      iPlayer
    Panorama
  • An explosive, tough action drama returns

    • Attribution
      iPlayer
    Dark Hearts
  • A revealing look into the life of boxer Tommy Fury

    • Attribution
      iPlayer
    Tommy: The Good. The Bad. The Fury
  • Star-studded, iconic, Oscar-winning mafia epic

    • Attribution
      iPlayer
    The Godfather
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • Terms of Use
  • About the BBC
  • Privacy Policy
  • Cookies
  • Accessibility Help
  • Parental Guidance
  • Contact the BBC
  • Make an editorial complaint
  • BBC emails for you

Copyright © 2025 BBC. The BBC is not responsible for the content of external sites. Read about our approach to external linking.