JD Williams has become the latest brand to take a swipe at Victoria’s Secret in a campaign against unattainable body images.
The British retailer has revealed its own version of the infamous angels – three ‘curvy’ models aged over 40 – to encourage diversity in the fashion industry.
Nicknamed Aliza’s Angels, models donned Aliza Reger lingerie – a range exclusive to JD Williams – and angel wings for an appearance outside Victoria’s Secret’s store on London’s New Bond Street yesterday.
The stunt was in reaction to the forthcoming Victoria’s Secret Fashion Show, which celebrates its 20th anniversary this year.
JD Williams said Victoria’s Secret is “notorious for using young size zero models with long legs and thin waists” and decided to showcase a “far more real woman” in its campaign.
Ed Watson, a spokesperson for JD Williams said: “Our customers, along with the vast majority of women in the UK, can’t relate to the unattainable body images set by the lingerie industry. We’re working to change this – and to encourage our customers to feel great in their own skin.”
No strangers to controversy, Victoria’s Secret was slammed by Tyra Banks in 2014 for being ageist and shortly after came under fire for their ‘Perfect Body’ campaign, which generated 16,000 signatures reacting against its marketing messages featuring 10 slim women.
At the time, British brand Curvy Kate lampooned the advert with its own presentation of The Perfect Body, featuring entrants to its Star in a Bra competition that searches for women of all shapes and sizes.