Victoria’s Secret’s ad campaign for their new bra collection is not as well received as they must have imagined. Just the opposite in fact- it is facing accusations of promoting a negative body image.
The new Victoria's Secret ad makes me uncomfortable. Perfect body? They look seriously malnourished to me! pic.twitter.com/i06nE7SQmG— Dr Christian Jessen (@DoctorChristian) October 30, 2014
Do you blame people for being incensed over the campaign? What’s more, the ad showing skinny models with their bones showing boasts the words, "The Perfect 'Body.”
“It blows my mind that they thought it was OK to put out a campaign that looks like that, and, in my mind, is irresponsible marketing,” says Julie Sygiel, founder of Dear Kate- a brand that caters to all shapes and sizes. “They probably didn’t think twice about the message that the ad is sending, but it does send a very strong message.”
There’s even a petition out there demanding an apology from the brand:
“We would like Victoria’s Secret to apologize and take responsibility for the unhealthy and damaging message that their ‘Perfect Body’ campaign is sending out about women’s bodies and how they should be judged.” They are also asking the company not to use words that “promote unhealthy and unrealistic standards of beauty,” and to pledge avoiding inclusion of “such harmful marketing” in the future.
Keeping in mind the disastrous effects body image issues are having on the society; people’s indignation doesn’t seem exaggerated. Unrealistic beauty ideals have made lives miserable for a lot of people- both men and women. Apparently, being healthy and happy isn’t good enough.