--- title: Victoria's Secret Changes 'Perfect Body' Ad After Backlash description: After more than a week of campaigning for Victoria's Secret to change (and apologize for) an ad campaign that places the title "The Perfect 'Body'"... canonical: https://time.com/3563499/victorias-secret-changes-body-shaming-perfect-body-ad/ author: Laura Stampler article:opinion: false article:content_tier: free article:published_time: 2014-11-06T18:57:37.000Z article:modified_time: 2026-04-13T07:14:25.278Z og:title: Here's How Victoria's Secret Quietly Changed Its Controversial 'Body Shaming' Ad og:description: Bye, bye "Perfect Body" og:url: https://time.com/3563499/victorias-secret-changes-body-shaming-perfect-body-ad/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Here's How Victoria's Secret Quietly Changed Its Controversial 'Body Shaming' Ad twitter:description: Bye, bye "Perfect Body" twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # Victoria's Secret Quietly Changes Controversial 'Body Shaming' Ad by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Nov 6, 2014 6:57 PM UTC by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Nov 6, 2014 6:57 PM UTC After more than a [week of campaigning](http://time.com/3551892/victorias-secret-perfect-body-ad-backlash-petition/) for Victoria’s Secret to change (and apologize for) an ad campaign that places the title “The Perfect ‘Body'” over a slew of svelte supermodels, body image advocates noticed Thursday that the lingerie company had quietly altered the wording of its slogan to read: “A Body for Every Body.” > [](https://twitter.com/thei100/status/530370303864496129) Here’s what it used to look like: > [](https://twitter.com/hcpeterson/status/528215712708694016) Even though the “Every Body” ad appears to only feature, well, model bodies, the change has been called a success by some advocates. “This is amazing news!” [writers of a Change.org ](https://www.change.org/p/victoriassecret-apologise-for-your-damaging-perfect-body-campaign-iamperfect/u/8639684?tk=-kxT5K20jiheFxSL4BYir0ECvbdgKSP8qgqxzQSq0Xg&utm%5Fsource=petition%5Fupdate&utm%5Fmedium=email&utm%5Fcampaign=petition%5Fupdate%5Femail)petition that has garnered 27,000-plus signatures [announced](https://www.change.org/p/victoriassecret-apologise-for-your-damaging-perfect-body-campaign-iamperfect/u/8639684?tk=-kxT5K20jiheFxSL4BYir0ECvbdgKSP8qgqxzQSq0Xg&utm%5Fsource=petition%5Fupdate&utm%5Fmedium=email&utm%5Fcampaign=petition%5Fupdate%5Femail). “However the campaign is NOT over! We still want them to change all of the posters in their stores, apologise and pledge to not use such harmful marketing in the future.” While the wording on its website has changed, some Victoria’s Secret posters appear to be the same: > [](https://twitter.com/leerocket5000/status/527797951692021761) Victoria’s Secret did not apologize or inform the petition writers about the change — rather, “we found it ourselves.” The company did not respond to TIME’s request for comment. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3563499/victorias-secret-changes-body-shaming-perfect-body-ad/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3563499/victorias-secret-changes-body-shaming-perfect-body-ad/"},"headline":"Victoria's Secret Quietly Changes Controversial 'Body Shaming' Ad","datePublished":"2014-11-06T18:57:37.000Z","dateModified":"2026-04-13T07:14:25.278Z","description":"After more than a week of campaigning for Victoria's Secret to change (and apologize for) an ad campaign that places the title \"The Perfect 'Body'\"...","url":"https://time.com/3563499/victorias-secret-changes-body-shaming-perfect-body-ad/","keywords":["Living","Newsfeed","Body Image","Victoria's Secret"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Laura Stampler","jobTitle":null,"url":"https://time.com/author/laura-stampler/"}],"articleSection":"","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-living/","name":"Living"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3563499/victorias-secret-changes-body-shaming-perfect-body-ad/","name":"Victoria's Secret Quietly Changes Controversial 'Body Shaming' Ad"}}]}] ```