Beyond the Perfect Body in the Campaign What is Love?

DOI

10.2991/978-94-6463-868-4_42How to use a DOI?

Keywords

Consumer; Diversity; Social Inclusion; Representation; Beauty

Abstract

This study analyzes the representation of body diversity in Victoria’s Secret “What is Love?” campaign. In a context in which social networks, especially Instagram, play a decisive role in the construction and dissemination of beauty standards, it is relevant to study whether the brand’s consumers perceive an advance toward the inclusion and acceptance of body diversity. A qualitative methodology was used to analyze the body positive phenomenon. Semi-structured interviews were conducted with 20 women, brand consumers, between 21 and 28 years old. The results indicate that the participants value the campaign’s efforts to include models with a wider range of sizes, skin tones, and unconventional features. However, some participants express that these efforts seem superficial to them, raising questions about the authenticity of the brand’s commitment to inclusion; although they consider it a step towards redefining beauty ideals, there are still obstacles that hinder full identification.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Alisson Sánchez-Soriano
AU  - Eliana Gallardo-Echenique
PY  - 2025
DA  - 2025/10/22
TI  - Beyond the Perfect Body in the Campaign What is Love?
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 456
EP  - 465
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_42
DO  - 10.2991/978-94-6463-868-4_42
ID  - Sánchez-Soriano2025
ER  -