Over the last couple of weeks Victoria’s Secret, the well known American lingerie company, has been under attack on social media because of the advert for their new bra. The advertising campaign for their new product, named the ‘Body’ bra, featured a handful of the glorious models each wearing a different form of the product, with the words The Perfect “Body” sprawled across them
I understand where the criticism is coming from and how this may upset some people, but personally, I don’t see what all the fuss is about. I read an article claiming that this campaign is going to cause eating disorders, low self esteem and negative body image, which I think is taking it too far. I therefore feel it is important to point out a couple of things…
Firstly, the campaign is not directly calling the models’ bodies perfect. It is referring to the bra itself, which is called the ‘Body’ bra. The aim of the new line is to ensure that there is a bra for every need – for example perfect coverage, multi-way or racerback – which is clearly shown in the advert; they are stating that it is the perfect bra.
Technicalities aside, yes, Victoria’s Secret models do have amazing figures. They’re underwear models, what do you expect? For the last few years now I have watched the Victoria’s Secret Fashion Show, and though I may be envious of their beauty and bodies, I have a great deal of respect and admiration for them. They work extremely hard to maintain their figures, involving eating a healthy and well balanced diet and exercising frequently. Candice Swanepoel, in an interview with vogue.com shares how she finds that “100 minutes of nonstop action every other day” to be a good way to stay in shape. Her exercises include a range of toning, cardio and shaping which show her dedication to being a healthy size. As well as informing us of her exercise technique, she also explains that when it comes to her diet, she doesn’t cut anything out. She says, “I actually focus on eating more protein and carbs to build a stronger body”, dismissing any criticism of how the models may not eat a healthy and balanced diet.
I believe that instead of ‘bodyshaming’ women, the advert could actually instead promote being healthy, and should provide women with role models to look up and aspire to. Obesity is becoming a huge problem in our society, with 64% of UK adults being classed as overweight or obese. I fear that the issue is not being appropriately addressed, with fears of upsetting or hurting people by explaining how it is important to be a healthy size. In my opinion, our society is becoming too politically correct, and it is becoming increasingly difficult to say something without being told that it is no longer acceptable to say that.
An online petition was made against the Victoria’s Secret campaign, asking them to change it and provide an apology. While the company as yet has not released an apology (and why should they?) they have unfortunately, in my opinion, changed the advert, and it now reads “A Body For Every Body”, which if you ask me, is a bit of a mouthful.