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JD Williams responds to Victoria's Secret 'Perfect Body' campaign

Plus-size womenswear brand JD Williams has responded to Victoria’s Secret’s controversial ‘Perfect Body’ campaign by launching its own, entitled ‘Perfectly Imperfect’.

There has been an outcry over the Victoria’s Secret campaign, which uses the hashtag #PerfectBody, with the lingerie retailer accused of promoting an unhealthy body image through its use of thin models and airbrushing.

In response, JD Williams has launched its own campaign under the #PerfectlyImperfect hashtag to promote body confidence for women of all ages, sizes and shapes.

It said it hopes that by asking women to share their #FavouriteFlaw on social media channels, they will be inspired to share the things they love about themselves and encourage others to look at their own bodies in a positive light.

A spokesman for JD Williams said: “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.”

Victoria’s Secret has faced a backlash on social media over the campaign, with a petition set up on change.org urging the lingerie brand to take the campaign down - which has more than 20,000 signatures.  

Victoria’s Secret has not yet responded to Drapers’ request for a comment.

Last week, Topshop found itself at the centre of a similar controversy when a customer tweeted a picture of her friend next to one of the store’s mannequins with exaggeratedly long, skinny legs. The image has now been retweeted 9,868 times.

Readers' comments (1)

  • I don't think asking a woman to share her favourite 'flaw' is promoting body confidence.

    It feels like JD Williams are seeking cheap PR. In that regard, a success.

    Unsuitable or offensive? Report this comment

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