Lingerie company Victoria’s Secret has come under heavy criticism after the recent launch of their latest series of bras nicknamed : ‘the perfect body’. The new campaign shows ten Victoria Secret models (or otherwise called ‘Angels’), showcasing the latest bras, with the words ‘The perfect “body”, displayed across their underwear-clad bodies. In a clever play on words, ‘body’ referring to the bra which is the ‘perfect’ fit, Victoria’s Secret has been indirectly promoting super-skinny, ribs showing models as the perfect female ideal.

[quote_box_right]“There’s no mistaking what they mean by ‘perfect’: perky of bosom, tiny of tummy and negligible of behind — with a thigh gap wide enough to park a bicycle in.” (MailOnline)[/quote_box_right]

These ‘perfect bodies’, are of the same height, identically skinny body types, their legs and stomachs are similar. They all look like they have been given an extra ‘touch’ of Photoshop and apart from hair and skin colour variations, and that one model who has Barbie-like proportions they are all just…identical.

Frances Black, a student at Leeds University, picked up on this unhealhty and damaging message and began the Change.org petition calling for Victoria’s Secret to ‘apologise for, and amend the irresponsible marketing of [its] new bra range’. “I just think it’s a really, really damaging message to send to young women,” said Black, 22. “A brand like Victoria’s Secret is hugely popular in America and in the UK, and they mainly market to young women. It’s really hurtful to women’s self-esteem.

I’d like them to apologise and take accountability for choosing the wrong words for the campaign. I’d like them to amend the wording and pledge not to use such harmful language in the future.”

With mounting peer pressure and media bombardment of images of flawless women resulting in women feeling pressure to follow specific image stereotypes, this petition, which has gathered over 12.000 signatures so far, aims at demanding Victoria’s Secret to accept responsibility and take action.

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The Victoria’s Secret adverts come as a new study showed that 10 million women feel ‘depressed’ over their body image in the UK. Big companies like Victoria’s Secret which are very popular amongst women of all ages and cultures should take a huge stance against body shaming leading towards very dangerous beliefs about womens bodies and their value.

In a culture that encourages eating disorders and negative body image , Victoria’s Secret should have known better than adding to the long list of what is dysfunctional about our society today. Voice your concerns, sign the petition.

[quote_box_center]“This advert — and all the others like it — is not just harmless titillation. It’s a deliberate projection of an ideal of female beauty so narrow as to be virtually unattainable” (MailOnline)[/quote_box_center]

(Source: The Independent)

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Psychologist, world citizen, mother - Effie is one half of the alwaysladies.com founding pair. She can bring to life any party with either a smile, or a strong opinion. If like us you can't get enough of Effie, visit her blog at www.thethinkingmomblog.com

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