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

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

"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."

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The Twilight actress reacted to women rejecting feminism during a Daily Beast interview in October: "That’s such a strange thing to say, isn’t it? Like, what do you mean? Do you not believe in equality for men and women? I think it’s a response to overly-aggressive types."

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"I decided I was a feminist and this seemed uncomplicated to me," said Emma Watson at a UN Women speech in September. "Men-- I would like to take this opportunity to extend your formal invitation. Gender Equality is your issue, too."

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“I would say on some levels I am [a feminist]. Angela Davis is one of my heroes,” Halle Berry told Ebony in April. “And Gloria Steinem—these are people who, as I was growing, I was moved by and impacted by and thought very deeply about.”

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"I don’t think of myself as being a feminist,” Sinead O'Connor told The Guardian in July. “I wouldn’t label myself anything, certainly not something with an ‘ism’ or an ‘ist’ at the end of it. I’m not interested in anything that is in any way excluding of men.”

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"I wouldn’t say [I'm a] feminist, that’s too strong. I think when people hear feminist it’s just like, ‘Get out of my way I don’t need anyone,’” Kelly Clarkson told TIME last year. “I love that I’m being taken care of, and I have a man that’s an actual leader. I’m not a feminist in that sense … but I’ve worked really hard since I was 19."

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Leighton Meester told OOTD magazine in February about her biggest role model. "American writer Betty Friedan — she fought for gender equality and wrote the great book The Feminine Mystique which sparked the beginning of a second-wave feminism,” Meester said. “I believe in equal rights for men and women.”

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“I don’t know why people are so reluctant to say they’re feminists," Ellen Page told The Guardian in 2013. "Maybe some women just don’t care. But how could it be any more obvious that we still live in a patriarchal world when feminism is a bad word?”

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"For me, the issue of feminism is just not an interesting concept,” Lana Del Rey told Fader magazine in their summer 2014 issue. “I’m more interested in, you know, SpaceX and Tesla, what’s going to happen with our intergalactic possibilities."

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“I would [call myself a feminist], yes.” Rashida Jones said in 2013. “I believe in the unadulterated advancement of women. And we have so far to go still.”

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“Am I a feminist? F–k yeah, I’m a feminist,” Jenny Slate told MTV News in June. “I think that unfortunately people who are maybe threatened by feminism think that it’s about setting your bra on fire and being aggressive, and I think that’s really wrong and really dangerous.”

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"A feminist? Um, yeah, actually,” Katy Perry told an Australian radio host in March. “I used to not really understand what that word meant, and now that I do, it just means that I love myself as a female and I also love men.”

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Amy Poehler says she's confused by how many women deny that they're feminists, “but then they go on to explain what they support and live by — it’s feminism exactly,” she told Elle magazine in January. "That’s like someone being like, ‘I don’t really believe in cars, but I drive one every day and I love that it gets me places and makes life so much easier and faster and I don’t know what I would do without it.’”

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"We need to stop buying into the myth about gender equality. It isn’t a reality yet," Beyonce wrote in an essay titled "Gender Equality is a Myth" in January. She also famously included an excerpt from Nigerian writer Chimamanda Ngozi Adichie’s TEDx talk in her song, "Flawless."

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“I feel like I’m one of the biggest feminists in the world because I tell women to not be scared of anything,” Miley Cyrus told the BBC last November.

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"I wish when I was 12-years-old I had been able to watch a video of my favorite actress explaining in such an intellectual, beautiful, poignant way the definition of feminism."Taylor Swift said in reaction to Emma Watson's speech at the UN in September. "Because I would have understood it. And then earlier on in my life I would have proudly claimed I was a feminist because I would have understood what the word means."

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“Women saying ‘I’m not a feminist’ is my greatest pet peeve,” Lena Dunham told Metro in 2013. “Do you believe that women should be paid the same for doing the same jobs? Do you believe that women should be allowed to leave the house? Do you think that women and men both deserve equal rights? Great, then you’re a feminist.”

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"No, because I love men," was Shailene Woodley's response when TIME asked her whether she considered herself a feminist in May. "I think the idea of ‘raise women to power, take the men away from the power’ is never going to work out because you need balance…My biggest thing is really sisterhood more than feminism.”

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“I’m getting the sense that you’re a little bit of a feminist, like I am, which is good,” Lady Gaga told the LA Times in 2009. “I find that men get away with saying a lot in this business, and that women get away with saying very little . . . In my opinion, women need and want someone to look up to that they feel have the full sense of who they are, and says, ‘I’m great.’ “

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“[Feminism] means being proud of being a woman, and [having] love, respect and admiration and the belief in our strong capacities,” Salma Hayek told Stylist in 2012. “I don’t think we are the same, women and men. We’re different. But I don’t think we are less than men. There are more women than men in the world – ask any single woman! So it is shocking that men are in more positions of power.”

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Children yell to players after a game between the New York Mets and Houston Astros at Citi Field on September 28, 2014 in the Flushing neighborhood of the Queens borough of New York City.

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