Victoria’s Secret’s new ad has sparked a petition calling for it be amended. Photo: Frances Black

For a company that has built its fortune from hoisting up breasts and covering derrieres, Victoria’s Secret seems to not be very keen on the actual bodies of the majority of women. Their distorted body image is embedded deep within the brand’s very DNA starting with their number one marketing weapon – the Victoria’s Secret Angels.

The concept sprung from the supermodel-obsessed ’90s, when in 1997 the first lot of Angels was unveiled, including Helena Christensen, Tyra Banks and Karen Mulder. Now almost two decades on the brand still clings to that narrowly defined and outdated notion of beauty as only extending to those who are reed thin while simultaneously top heavy.

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Source: Victoria’s Secret has a body image problem