Victoria's Secret should've known (and probably did) that it was getting into ugly territory when it launched a campaign called "The Perfect Body." The ensuing negative press—which came in all shapes and sizes, heh—has compelled the overpriced lingerie company to alter its slogan to read: "A Body for Every Body."

The Victoria's Secret photo that initiated the outrage featured a group of slim models, along with the tagline: "The Perfect Body." This led to a petition demanding that the brand apologize for the campaign. Dear Kate also recreated the ad using various body types.

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Victoria's Secret took notice and has changed the wording on their website, though as BuzzFeed points out, "Posters in stores currently still have 'The Perfect Body.'" Also:

Victoria's Secret didn't release a formal statement about the tagline change, but the change was noticed by campaigners on Thursday morning.

We could just avoid the use of the word "perfect" to describe a body, but maybe "Pretty Good Body, In My Opinion!" doesn't have the right oomph. Any smart ad executive would foresee a backlash from a body campaign solely featuring thin women. It would otherwise be a major marketing oversight. A more likely case is that the historically non-inclusive Victoria's Secret expected this and just didn't care, or think that it would affect their profits.

Image via Victoria's Secret