The Victoria's Secret Fashion Show
THE VICTORIA'S SECRET FASHION SHOW  CBS Photo Archive—CBS via Getty Images

Thousands of People Want Victoria's Secret to Apologize for 'Perfect Body' Ad

Oct 31, 2014

More than 16,000 people have signed a U.K. petition asking Victoria's Secret to apologize for an "irresponsible," "body-shaming" ad.

The lingerie company sparked outrage for a new campaign celebrating "The Perfect 'Body.'" The ad copy is a riff on the brand's "Body" lingerie line, but since the slogan hovers above the supermodels' bodies, people say it sends the wrong message.

Dear Kate, an underwear company "made by women for women," insists that the lingerie industry as a whole can and should do better. "As if women need a reminder of our society’s homogenous definition of beauty, the ad features ten models with almost identical body shapes," its website reads. "The creators of the ad probably didn’t think twice about the message it is sending, and to us, it’s irresponsible marketing."

Here is Dear Kate's alternative:

But can the petition incite change? Petition writers Frances Black, Gabriella Kountourides and Laura Ferris note that "we have yet to hear a single word from Victoria's Secret! It can't be much longer until they listen up and realise that they have some apologising to do."

Victoria's Secret did not reply to TIME's request for comment.

But the "Perfect Body" campaign is in line with past marketing efforts. Victoria Secret's previous "Love Your Body" campaign (which also incited backlash) provides a stark contrast to companies like Dove's take on promoting an ideal body image.

Some companies just prefer to promote "perfect bodies" rather than "real beauty."

Here's What 20 Famous Women Think About Feminism

Chrissy Teigen
"People have sorely messed up the definition of feminism. It isn’t saying this is wrong and this is right," said Chrissy Teigen during a Variety event in 2014, adding that husband John Legend also identifies: "He’s a bigger feminist than I am! He actually teaches me a lot about the way women should be perceived."D Dipasupil—Getty Images for Extra
Chrissy Teigen
Kristen Stewart
"Noah" - UK Premiere - Red Carpet Arrivals
Halle Berry Celebrity Golf Classic With Grey Goose
Sinead O'Connor In Concert
2013 CMA Music Festival - Day 3
American Theatre Wing's 68th Annual Tony Awards - Arrivals
2014 "TrevorLIVE NY" - Arrivals
Day 2 - Glastonbury Festival
NBCUniversal Press Tour, July 2014
Premiere Screening's For FX's "You're The Worst" And "Married" - Arrivals
US-POLITICS-SPECIAL OLYMPICS-PERRY
NBC's 66th Annual Primetime Emmy Awards - Red Carpet
"On The Run Tour: Beyonce And Jay-Z" - Paris, France - September 12, 2014
MEXICO-US-MUSIC-MILEY CYRUS
2014 iHeartRadio Music Festival - Night 1 - Backstage
Lena Dunham Keynote And Greenroom Photo Op - 2014 SXSW Music, Film + Interactive Festival
"Divergent" - European Premiere - Inside Arrivals
Lady Gaga "The ARTPOP Ball" Tour Opener
"The Prophet" Premiere - The 67th Annual Cannes Film Festival
Houston Astros v New York Mets
"People have sorely messed up the definition of feminism. It isn’t saying this is wrong and this is right," said Chrissy
... VIEW MORE

D Dipasupil—Getty Images for Extra
1 of 21

Read next: Why Teens Are Turning to Human Growth Hormones for the ‘Perfect’ Body

All products and services featured are based solely on editorial selection. TIME may receive compensation for some links to products and services on this website.