Victoria's Secret Ethics Review

Sam Siddall

Professor King

BUS-315

29 January 2015

Victoria’s Secret Controversial Ad Campaign (2014)

It’s no secret that one of the most popular lingerie companies in the world, Victoria’s Secret, features racy campaigns of incredibly skinny women dressed in scandalous clothing. However, a recent advertisement for the new “Body by Victoria” line of bras created uproar among a segment of consumers, leading to a petition for retraction of the campaign and an apology from the brand. The advertisement, featuring a lineup of extremely thin VS models behind text that read “The Perfect Body,” was introduced in UK stores and online in October of 2014. The nature of the advertisement insinuated that the company was “body-shaming” anyone who did not posses a “perfect” body like those of the models featured in the photo (Stampler).

A group of consumers in the UK started a petition on Change.org that requested a modification in the title of the campaign, as well as an apology from Victoria’s Secret for the insensitive marketing strategy (Bahadur). Petitioners also started a movement titled “#iamperfect” in response to “The Perfect Body” advertisements (Luxen). Another lingerie brand, Dear Kate, responded to the controversy by promoting a spinoff of the campaign in which the title “The Perfect Body” was placed over a photo containing diverse women of all body types (Bahadur). After a week of petitioning and receiving over 29,000 signatures on the Change.org requisition, Victoria’s Secret quietly changed the text on their advertisement to “A Body for Every Body.” No formal apology was given by the brand (Bahadur).

Placing near-impossible standards of body image on women through advertisements such as this one is considered unethical and socially irresponsible marketing. As one of the leading producers of lingerie in the world, it is necessary for Victoria’s Secret to uphold a value of ethical marketing and a respect for their targeted customers. The stress of...