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‘Perfect body’ campaign by Victoria’s Secret causes backlash

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(PIX11) -- A new campaign launched by Victoria's Secret is causing major backlash.

Advertisements for the "perfect body" campaign were first spotted in the United Kingdom. They are meant to promote new lingerie that is the "perfect fit, perfect comfort, [and] perfectly soft."

"Definitely far from perfect," said Keri Gans. The nutritionist and author of the book the "The Small Change Diet" also adds that, "I feel that it is leaving too many women not feeling great about how they look, because basically that perfect body is not achievable."

Meanwhile there were some members of the opposite sex, like Jeremy Abesera, who had this take: "I'll take any one of them."

Advertising and branding expert John Barker did not pull any punches with his perspective, "I think it's a complete bomb."

Barker is the President of Barker Advertising and Interactive, one of the top advertising firms in the nation. In fact, Barker himself recently moderated a panel discussion celebrating the 10-year anniversary of Dove's real beauty campaign. Barker says that one of the areas where Victoria's Secret misses the mark with this campaign is with millennial consumers, retail's most coveted demographic.

"They don't like things that are cruel and there is a cruelty to this. It is not aspirational, it is unattainable and that's damaging."

As to whether or not Victoria's Secret will have the campaign up for the long term? Barker says, "There is no question it will be down."

The ads, which only feature skinny models, caused three students in Leeds to begin a petition on against the company. The petition demands an apology for "the unhealthy and damaging message" it sends to women.

"We would like Victoria's Secret to change the wording on their advertisements for their bra range Body, to something that does not promote unhealthy and unrealistic standards of beauty, as well as pledge to not use such harmful marketing in the future," the petition states.

It goes on to say that women are constantly bombarded with advertisements that make them feel insecure about their bodies. The campaign is also accused of playing on women's insecurities and sends out a "damaging message by positioning the words 'The Perfect Body' across models who have exactly the same, very slim body."

Organizers of the petition also asked supporters to tweet #iamperfect to Victoria's Secret to help spread the message.

As of Thursday afternoon, the petition received 10,350 supporters -- 4,650 shy of their goal.

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