Touted on their website as being “The New (Un)Dress Code,” Inside Out was a campaign slogan for a new line of lingerie. The photos used suggested that women show these sexy garments off, at home or out in public. This caused a public outcry against the company, which has not gotten this much criticism since the infamous “perfect body” incident.
“How to Get Fired”
Victoria’s Secret has since pulled the ads, but not before critics got a chance to voice their opinions online. Featuring their typical array of angels, the ad depicted women wearing various bras and negligees as the focal point for the ensemble. More than just a flash of a strap, it was suggesting that what women normally wear under their clothes – or under the sheets – could be an outward
Some of the images can still be seen here which prompted one shopper to comment “How to get fired by Victoria’s Secret.” Others suggested that the campaign must have been the idea of a man, and one commenter went as far as to say that the whole concept of wearing your underwear as outerwear was just dumb.
The ads are nowhere to be found on the Victoria’s Secret website now, suggesting that the lingerie legend takes its criticisms seriously. A habit it quickly developed after another public backlash back in 2014.
“The Perfect Body”
Known for their use of Barbie doll-like models, it came as no surprise when Victoria’s Secret lined up ten of them to advertise a new bra in November of 2014. Each wore a matching bra and panty set to highlight the various fits that the company offered. The picture was never an issue, but its overlaid message quickly became one. Written directly underneath this wall of angels was the phrase “The Perfect Body”.
While the smaller print made it clear that the lingerie the models were wearing was cut to fit any body type, thus the “perfect” part, the public did not see it that way. The majority felt that the ad was demeaning to women who did not fit in with that “perfect” body image, and a demand was made for Victoria’s Secret to pull the advertisement. They obliged, but only by changing the type to read “A Body For Every Body,” and using the same image of the ten models in underwear as the backdrop.
With stars like Amber Rose making women’s body issues a hot topic, companies are beginning to be more cautious with their branding campaigns. Victoria’s Secret may have made an error in judgement with “Inside Out,” but they were quick to respond to the public’s displeasure.