Photo: Victoria's Secret
"A Body For Every Body" replaces old slogan
A campaign that proclaims the perfect body as that of a lingerie model? Does not work, found several critics and started a petition against Victoria's Secret. The label responded with a new slogan. But is that enough?
Last week we reported on Victoria's Secrets Perfect Body campaign . She showed a picture that at first glance stood for the following message: The perfect body looks like a Victoria's Secret model. The protest against the campaign was big. Especially in the network. Here British students started a petition on Change.org against the advertising message. The underwear label 'Dear Kate' also published a picture against stereotypical beauty ideals .
Now Victoria's Secret reacted and changed the campaign. In short: same picture, new claim: "A Body For Every Body." New York magazine's US newspaper "The Cut" described the new slogan as a "gaseous cloud of insignificance". The product line that Victoria's Secret wants to promote is called "The Body". In theory, the name makes sense. But does one understand the saying in the interaction with the picture? Nope.
The new campaign continues to use the old photo. Look at it: a series of models that stand for everything else, but not for the variety of different body shapes.
The nearly 29, 000 people who signed the petition on Change.org may be pleased with the outcome. But honestly: Actually, the message behind the new ad is no better. When the old slogan proclaimed the one-sided beauty ideal of a perfect model body, the new ad makes this message even clearer: "A 'body' for every body". However, there is no sign of "every body" on the campaign picture.
Sure, we think it's good that the lingerie label responds to the criticism of its customers. But a new photo showing different silhouettes would have been a far more significant statement than just slapping a new spell on the old photo.
