Stop Corporate Body Shaming of Women

body shaming

Target: Victoria’s Secret CEO, Sharen Jester Turney

Goal: Retract advertisement aimed at women which implies that only one body type is perfect

Victoria’s Secret has launched a lingerie collection intended to fit a woman’s body perfectly. The problem with the company’s advertising campaign for this collection is the slogan, which reads “The Perfect ‘Body’,” with 10 very thin and chiseled women behind it. All of the women in the advertisement possess the same body type, which implies that a ‘perfect’ body reflects this size and height. Victoria’s Secret has a prominent influence on young women. In order to become a positive influence for young women of all sizes, the company should advertise all body types as perfect and beautiful.

Employees of Victoria’s Secret insist that the company’s roots were humble in that it wanted to help all types of women feel beautiful in their own skin. Years of favoring tall, thin women in its advertisements proves that the company has abandoned its former beliefs. This recent advertisement is further proof of the company’s message: to be perfect, a woman must be thin, tall and chiseled. This is not to say that this size of woman is not beautiful. The issue is that women of all shapes, sizes, heights and nationalities are perfect, but this is not portrayed by the media. Favoring a particular body type and insisting that one is perfect fosters body shaming, eating disorders and depression in young, impressionable women.

Perfection is thin; perfection is thick; perfection is cellulite; perfection is fit; perfection is curvy and round. A woman’s mind, drive, charisma, kindness and personality should always trump what size pants she wears. Encourage Victoria’s Secret to launch a follow-up campaign to its “The Perfect ‘Body'” advertisement which glorifies all shapes and sizes of women, labeling them all beautiful and perfect. Young women need a body-positive role model, and Victoria’s Secret could fit the glove.


Dear Ms. Turney,

Victoria’s Secret has launched a new line of bras with the tagline “The Perfect ‘Body’,” implying that the ten women in the advertisement have ‘perfect’ bodies. Whether or not Victoria’s Secret truly believes that a tall, thin, chiseled body is perfection is now irrelevant. The issue at hand is this advertisement implies that women who possess stout frames, thicker legs and larger breasts are not perfect. This implication is dangerous and irresponsible.

I am writing to you to urge Victoria’s Secret to launch a separate campaign designed to glorify all body types. An advertisement featuring women of all sizes, shapes and nationalities, wearing lingerie proudly and confidently, with a tagline that insists all women are perfect. I believe that tall, fit women are beautiful; a woman with no thigh gap and protruding stomach is just as beautiful.

Your company holds a strong influence on impressionable women and girls of all ages. They look to the media for acceptance and encouragement. I urge you to be a positive influence to these females, so they see your advertisements and know that they too are beautiful.


[Your Name Here]

Photo credit: Samantha Marx via Wikimedia

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  1. karin nelson says:

    However, obesity is not OK. It is unhealthy and people need to get back to eating real food, not the junk food full of animal products (yes, those are making you fat and clogging up your arteries), chemicals as flavouring and colouring, pesticides herbicides, GMO sugar, other genetically modified ingredients (we don’t what these are doing to our bodies). “We are what we eat” It’s so very simple and basic. It’s time to take back our right to clean, healthy food!!

    • i agree that vegan plant proteins r better than ever in our lives. cosmetics r not good for us and its toxic. go vegan now! thats not fair to transwomen who need beauty in their lives!

  2. The problem is not the size of the models but the idea that the only asset a woman has of value is her body. This has been drilled into girls since they read their first fairy tale and learned that the princess needed to be beautiful to be worthy of the prince. It doesn’t matter what else she is, as long as she is beautiful first. We only learn later what is and isn’t beautiful by media images.

    If you show a picture of perfect male bodies with chiseled pecs and six pack abs, no one squawks about that. This is because men don’t have to be physically “perfect” to be worthy. Boys are not taught that their looks are everything. Girls, on the other hand are under tremendous pressure to look good.

    Impossible physical standards are only devastating to those who have been drilled that their worthiness is dependent on their looks.

  3. MaureenLoCascio says:

    These corporations demean women by suggesting they are simply sex objects with no intelligence.
    It is disgraceful

  4. Victoria’s Secret is a disgrace anyway, models pose with cruelly ‘produced’ fur without regard to ethics or morality or compassion, just dumb objects sexualised for men, gone back to cheap porn days of seventies. Eating disorders and depression are caused by putting just one model of ‘perfection’ out

  5. WHO ARE YOU TO SET THE BEAUTY STANDARDS????? Beauty is everywhere in all shapes and sizes !!!!!!

  6. Tall and thin are no prettier or more beautiful than any other type of body. And “not thin” is not the same as “obese.” Take a look at Renaissance paintings. Venus, the goddess of love, is round and curvy, and she does not have a flat stomach. That was the beauty ideal at that time. Stop promoting the lie that a woman who is tall and thin is prettier than I am because she isn’t! The first principle of propaganda is “a lie repeated a thousand times becomes the truth.”

    “Listen to the voices of the old women, calling out the messages of the heart and soul, telling us what we used to know before the lies were told…”~ Holly Near

  7. Janet Jacobson says:

    I refuse to shop from Victoria Secret. How am I supposed to know how I’d look in their apparel when they have spoiled vag’s modeling that stuff? I would rather be naked and freezing than wear their crap.

  8. Im not going to sign this petition as a protest against being sniped at and called ‘unnatural’ when I was younger, for appearing to have desirable attributes to some other women. It is not ‘unnatural’ to have certain attributes, or not always, anyway. Now I am left having to make protests like this. It is inexcusable!

    People said things like ‘Youre not real’, which was insane. They acted like theyd attack me if I disagreed with them! I had to endure hostile insanity of a personal nature, to remain safe. It was disgusting and upsetting!

    I did no harm to these women. Now, the same types want my signature. Theyre not going to get it. They cant expect support from people whom theyve victimised!

  9. linda norris linda norris says:

    I never, ever shop at VS. Their cheap, tawdry clothes are marketed to younger and younger women and girls.

    The body images that VS force on women are mainly unattainable and unfathomable in a normal home life situation.

    VS, does not pay the women who work in their sweat shops a living wage, yet they charge unreasonable amounts of money for their polyester based products. Products which fall apart in 1- 2 washings. I think that VS has caused irrepairable damage to the environment, to women and girls in general and has overall contributed with heir seamy photographs and stupid Angel shows, to a misrepresentation of women and are worth as human beings.

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