In 2014, Victoria’s Secret launched a campaign that proved what a difference re-wording makes. The campaign, Body by Victoria, featured a slogan on the website called “The Perfect Body.” The controversial advertisement had the slogan centered in front of 10 thin models in lingerie, assuming that Victoria’s Secret believed that the only way to have a perfect body was to have visible ribs showing in one’s midsection.
Social media reacted quickly and enraged. Public opinion was that the advertisement pawned off women’s insecurities to have the ideal body rather than love the skin they are in. In retaliation, social media users began to make #iamperfect posts across different outlets.
Victoria’s Secret kept the models in the advertisement but altered the slogan to say “A Body for Every Body.”
The company was smart to change their campaign slogan to emphasize that their Body line was actually suitable for women of all shapes and sizes. I think that too many times, women do not see themselves in the image of women with model-esque physique and ride themselves as inadequate. Therefore, they feel uncomfortable shopping at stores such as Victoria’s Secret that highlight feminine curves and sex appeal.
However, Victoria’s Secret missed a crucial step in revitalizing their campaign by not changing the models in the photo. The slogan appeals to women, but the photo still does not representation of different body types.
It is especially important for women’s clothing stores, particularly stores that play upon sex appeal, to show that women of all shapes can be perceived attractive. The apparel in the store is meant for you to feel sexy- because you are sexy. (Maybe they should have went with that slogan?) You are worthy of someone finding you sexually attractive but more importantly you are worthy of finding yourself sexually attractive.
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