“Their hope was that this would provide brands with an opportunity to stop photoshopping-and they were largely successful,” said Rodgers. They required beauty brands on their shelves to feature unaltered photos in their in-store advertising by the year 2020. One of the more successful body-positive campaigns came from CVS pharmacy in 2018, Rodgers says. Companies like Gap and The North Face topped the list at a little over 50 points. Foundation to boost sustainability and inclusivity in business, evaluated 35 of the world’s largest apparel companies on gender equality and empowering women. The World Benchmarking Alliance, an organization founded in part by the U.N. Victoria’s Secret parent company L Brands scored 17 out of 100 in a 2021 Gender Benchmark Index released June 29. And now that’s no longer the case,” she says. That used to be a protected time in terms of pressures around appearance, a time when women could focus on functionality and growing a human. “That’s playing into these new pressures that we know are occurring around women during the pregnancy period. The image has been sexualized and stylized and made to look that way,” Rodgers says. “Most pregnant bodies don’t look like this. Initiatives like Aerie’s, Rodgers found, at least blunted the detrimental comparisons that can lead to depression and eating disorders.Īlso troubling are images of Victoria’s Secret models flaunting a new maternity line, says Rodgers. Rodgers has worked on multiple studies indicating that digitally altered and enhanced photos featuring thin body ideals directly hurts self-esteem and self-image, particularly in adolescents and women. “The change they’re making is what people have been calling ‘empowerment advertising.’ There’s been this shift from advertising through a deficit lens, where you’re trying to persuade somebody that buying your product is going to fix their life and make them look the way your model does, towards a focus on values,” Rodgers says. Meanwhile, lingerie competitors like Aerie saw a boost in sales after featuring body-positive messages and models of various sizes without airbrushing.
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The reboot comes after Victoria’s Secret faced plummeting sales and profits in 20 as the company’s hypersexualized models and lack of plus sizing became outdated in the #MeToo era. “These women are still horrendously attractive,” says Rodgers after reviewing several images from the new inclusive campaign. Photos by Matthew Modoono and Adam Glanzman/Northeastern UniversityĪlthough Victoria’s Secret hired star soccer player Megan Rapinoe, size 14 model Paloma Elesser, and actor Priyanka Chopra to serve as inspirational figureheads, Rodgers says the brand still perpetuates misogynistic and harmful standards.
Riesman Research Professor of Northeastern’s D’Amore-McKim School of Business, and associate professor Rachel Rodgers of Northeastern’s Bouvé College of Health Sciences. Left to right: Associate professor Yakov Bart, Joseph J.
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