Why Bella Hadid’s Victoria’s Secret post caused online outrage: despite the lingerie company’s inclusive rebrand, fans complain it’s still ‘perpetuating body dysmorphia’ with its new campaign

Jul 8 , 2023

Bella Hadid maybe part of Victoria’s Secret’s more inclusive ‘VS Collective’, but not everyone is happy about it. Photo: EPA

Bella Hadid just revealed on Instagram that she’s starring in a new Victoria’s Secret campaign, but the photo she shared – in which her ribs are visible – sparked a heated debate online

Not everyone’s happy with the retailer’s recent rebrand, with one user saying, ‘You don’t have to remove the glamour to be inclusive’ – but its CEO clapped back and said they still ‘embrace very sexy’

This week Bella Hadid revealed on Instagram that she is starring in a new Victoria’s Secret campaign, provoking a mixed response online.

While many comments on Hadid’s post expressed excitement about the campaign, some slammed the brand for “perpetuating body dysmorphia to young women”. One comment referenced heroin chic – a controversial 1990s fashion trend that was characterised by extremely thin models – and some referred to the fact that Hadid’s ribs were visible.

But some people hit back at these comments

Bella Hadid’s Instagram post that sparked debate online. Photo: @bellahadid/Instagram

“Skinny people exist and are allowed to be represented,” one person wrote, while others referred to her diagnosis with Lyme disease. The brand hasn’t posted anything about the campaign on its own Instagram account so far.

Victoria’s Secret’s new brand positioning

Lingerie brand Victoria’s Secret used to be famous for its “Angels” before 2021. Photo: Getty Images

Victoria’s Secret has majorly overhauled its brand in recent years following criticism of its “tone-deaf” image, including a controversial 2014 ad campaign that featured the slogan “the perfect body”.

Hungarian model Barbara Palvin poses on the runway during the 2018 Victoria’s Secret fashion show at Pier 94 in New York City, US, in November 2018. Photo: EPA-EFE

In 2021, the retailer said it would stop promoting the brand using “Angels” – an elite group of models, including Gisele Bündchen and Tyra Banks, that were chosen to be the face of the brand.

It has since emphasised body positivity and diversity in its ad campaigns and introduced its so-called VS Collective, a group of women representing the brand including football player and LGBTQ advocate Megan Rapinoe and transgender model Valentina Sampaio. Bella Hadid later joined the group.

Part of Victoria’s Secret rebrand is the promotion of body positivity and diversity in its ad campaigns. Photo: @victoriassecret/Instagram