At face value, Victoria’s Secret’s new “Love My Body” campaign sounds like it might be pretty cool and empowering. Like Dove’s “Real Women” campaign before it, surely this Victoria’s Secret venture must be targeted at women of all shapes and sizes, featuring them in the ads, right? Uh, not so. The retailer is celebrating their “Body by Victoria” line by releasing a mini-collection with three new silhouettes, but, sadly, the ads for “Love My Body” feature the same old Victoria’s Secret bombshells. There are some new faces, but the body types — you know, the ones they want you to “love” — are the usual stick-thin and busty array. Models like Alessandra Ambrosio and Marisa Miller discuss what they love about their bodies in various video clips (lemme guess — the lack of body fat?).
There’s also another video clip which shows the models “writhing around and explaining to viewers what they love about a man’s body.” So, in other words, Victoria’s Secret’s “Love My Body” campaign, with its celebration of the new Victoria’s Secret models and the sexiest aspects of a man’s physique, is about everything but loving your body. At least so far.
That said, VS is asking regular women to tell them what they love about their bodies — the winner will get a trip to NYC, which is cool, but I sure hope they also turn some of these real testimonials into ads and videos as well. [StyleList]