A campaign to promote a Victoria's Secret lingerie range that critics deemed "unhealthy" and "damaging" appears to have been changed.
On its website adverts for the Victoria's Secret bra range "body", which previously read "the perfect body", now say "a body for every body."
More than 26,000 people signed a Change.org petition against the campaign, started by three Leeds University students.
Victoria’s Secret’s new advertisements play on women's insecurities, and send out a damaging message by positioning the words 'The Perfect Body' across models who have exactly the same, very slim body type. This marketing campaign is harmful. It fails to celebrate the amazing diversity of women’s bodies by choosing to call only one body type 'perfect'.
Frances Black, Gabriella Kountourides & Laura Ferris' petition
Black, an English and philosophy student, said she was "overjoyed" at the change on the website but that plenty of posters still had the original wording.
"We feel that this change reflects a more inclusive and healthy message. Although we are thrilled that Victoria's Secret has listened, the campaign is not over. We want them to change the posters in all of their stores to ones with the new wording. We are also waiting for an apology, and a pledge from Victoria's Secret that they will not use such harmful marketing in the future."
A spokesperson for Victoria's Secret confirmed the change in wording to i100.co.uk and said the firm would release more details over the course of the day.