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Victoria’s Secret renames Perfect Body campaign after backlash

Victoria’s Secret has renamed its ‘The Perfect Body’ campaign after the lingerie retailer faced a backlash on social media.

The campaign has been renamed as ‘A Body For Every Body’ on the Victoria’s Secret website, but still uses the same slim models.

A petition on urging Victoria’s Secret to apologise and amend its “irresponsible marketing” gained more than 20,000 signatures.

It said: “Every day women are bombarded with advertisements aimed at making them feel insecure about their bodies, in the hope they will spend money on products that will supposedly make them happier and more beautiful.

“All this does is perpetuate low self-esteem among women who are made to feel their bodies are inadequate and unattractive because they do not fit into a narrow standard of beauty. It contributes to a culture that encourages serious health problems such as negative body image and eating disorders.”

The campaign’s founders Frances Black, Gabriella Kountourides and Laura Ferris said Victoria’s Secret’s decision to change the wording on its advertising was “amazing news.”

“However the campaign is not over,” they said. “We still want them to change all of the posters in their stores, apologise and pledge to not use such harmful marketing in the future. So let’s keep spreading the word.”

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

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