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Victoria's Secret Has Changed Its "Perfect Body" Slogan After A Body-Shaming Backlash

On their website, its "The Perfect Body'' slogan now reads "A Body For Every Body". But the campaign against the "body shaming" posters is far from over.

Posted on November 6, 2014, at 7:52 a.m. ET

In a huge victory for body-positive campaigners, Victoria's Secret appears to have changed its latest advert tagline to reflect a more inclusive, healthy message.

The original advert had "The Perfect Body" printed in the middle of 10 slim models: It now reads "A Body For Every Body." According to Victoria's Secret's official website, it now looks like this:

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

However, the tagline has only changed on its website. Posters in stores currently still have "The Perfect Body" tagline.

Victoria's Secret, I am appalled. Frick you and your "perfect body" campaign SMH YOU'RE ALL PHOTOSHOPPED

O'Haggerty@leerocket5000Follow

Victoria's Secret, I am appalled. Frick you and your "perfect body" campaign SMH YOU'RE ALL PHOTOSHOPPED

12:23 PM - 30 Oct 14ReplyRetweetFavorite

The backlash against the advert was sparked by three British students who launched a petition, describing the message as "unhealthy and damaging."

The petition on Change.org gained tens of thousands of signatures from other people who felt the poster was damaging.

Angered by the posters, women slammed Victoria's Secret on social media for their "body-shaming" message.

Victoria's Secret - stop bodyshaming young women! #iamperfect Sign the petition here http://t.co/jB3049yIR1

Frances Black@FrancesNoirFollow

Victoria's Secret - stop bodyshaming young women! #iamperfect Sign the petition here http://t.co/jB3049yIR1

10:52 AM - 29 Oct 14ReplyRetweetFavorite

#iamperfect @VictoriaSecret Harmful campaign. I am not perfect and I don't expect it either. What a shame!

Cinthia Novick@CinthiaNovickFollow

#iamperfect @VictoriaSecret Harmful campaign. I am not perfect and I don't expect it either. What a shame!

3:05 PM - 31 Oct 14ReplyRetweetFavorite

Victoria Secret model's DO NOT represent the average woman. To say that isn't "skinny shame" it's the damn truth.

Little Mixandry@PercyBlacksonFollow

Victoria Secret model's DO NOT represent the average woman. To say that isn't "skinny shame" it's the damn truth.

7:05 PM - 04 Nov 14ReplyRetweetFavorite

The Leeds University students, Frances Black, Gabrielle Kountourides and Laura Ferris, behind the petition were thrilled to see the new, improved advert.

Frances Black said: "We are absolutely overjoyed by the news that Victoria's Secret have changed the wording on their website from 'The Perfect Body' to 'A Body For Everybody'. We feel that this change reflects a more inclusive and healthy message."

But they say that their campaign is far from over. The young campaigners now want Victoria's Secret to change all posters in their stores.

Meanwhile, Dear Kate – another underwear company – responded to the advert by remaking it to include women who are not all supermodel-slim:

BuzzFeed News has contacted Victoria's Secret several times for confirmation. We'll update this post when we hear from the company.

A BuzzFeed News investigation, in partnership with the International Consortium of Investigative Journalists, based on thousands of documents the government didn't want you to see.