A 2014 campaign by Victoria's Secret called 'The Perfect Body' created a huge uproar of backlash and critic. The campaign sees a line of slim models in underwear, with the tag line - "Perfect Fit. Perfect Comfort. Perfectly Soft." - the campaign seemed to suggest that the models in the image were showing 'The perfect body' and many believed this was promoting an unrealistic body image for women.
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| 2014 Victoria's Secret Campaign - "The Perfect 'Body'" |
After a lot of backlash and negative media attention, along with 27,000 signatures on a Change.org petition requesting the brand to apologise and change the campaign. Victoria's Secret then changed the campaign to, 'A body for everybody', which was more appropriate, however the brand didn't make a statement and the negative media attention had already had its effect.
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Adapted 2014 Victoria's Secret Campaign - "A Body For Everybody"
The adapted campaign shows that the brand is able to listen to consumers, however the lack of diversity within the campaign imagery highlights that the brand is resistant to change their public image. Suggesting that the campaign was changed simply to prevent more negative media rather than a conscious choice to acknowledge the mistake made in the first instance.
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