FOR years now, Victoria’s Secret has pretty much dominated the lingerie market with its multimilliondollar shows, supermodel “angels” and extensive advertising campaigns.
But those very ads have also led to criticism from thousands of women, for portraying unattainable body shapes and suggesting that models have the perfect body.
It is why other lingerie companies are now stepping in and seemingly billing themselves as anti-Victoria’s Secret.
Plus-size American lingerie company Lane Bryant has created an advert that depicts a diverse range of women, all with different body shapes. It’s slogan? “I’m no angel”.
It appears to be a dig at Victoria’s Secret “angels” – supermodels who participate in the brand’s fashion show.
Lane Bryant has said it is “redefining sexy” and has encouraged women to share images and messages on social media to highlight what “sexy” means to them.
Chief executive Linda Heasley said the campaign was designed “to empower a woman to love every part of herself. Lane Bryant firmly believes she is sexy and we want to encourage her to confidently show it, in her own way.”
UK lingerie brand Curvy Kate is featuring plus-size women in its ads as part of its “every body is beautiful campaign”.
It put out a call for women to model in its campaign. After 1 000 entered, 10 finalists were chosen to feature in the ad.
The women, all with different body shapes, stand in their underwear alongside the slogan “the perfect body”. It comes after Victoria’s Secret was criticised for a similar ad with the same slogan – but showing only slim models.
After thousands of people signed petitions calling for the company to change the ad, Victoria’s Secret changed the wording to “A body for every body”.
Curvy Kate’s spokeswoman, Chantelle Crab, said: “We came up with the idea as we truly believe there isn’t one type of perfect.
“The women in the [Victoria’s Secret] campaign are beautiful, but we think that every woman is beautiful in her own right and should be represented fairly in the media too.”
– The Telegraph