Victoria’s Secret faces Facebook backlash after editing out butt cheek

Victoria’s Secret is finding its Facebook fans to be cheekier than its barely dressed models.

The lingerie brand did what it usually does on its Facebook: post an overly edited photo of a scantily clad model wearing its latest line. “Truly. Madly. Cheeky.”, the caption says. But(t), its followers noticed that she was missing the curvature of her left butt cheek, prompting a wave of concerned responses.

“I don’t think you can call it “cheeky” if she only has 1 cheek,” wrote an observant commenter. While another blasted the photoshopping as “horrible,” telling Victoria’s Secret it should learn from American Eagle’s lingerie company Aerie, which doesn’t Photoshop its models.

“Yes another reason I (along with MANY others) will never shop from you guys. Times are changing; it’s time you guys caught up. #NotBuyingIt.,” they wrote.

Another person created a newly edited picture (right) to the old edited picture (left):


Victoria’s Secret didn’t immediately respond to Digiday’s inquiry about why, or even how, this happened.

It’s the latest in a seemingly never ending series of bizarre Photoshops that was approved by Victoria’s Secret to be posted on Facebook. Other examples of its overzealous editing include a model who’s had her ribs dissected, creating a contorted stomach, or the company removing the left arm of another model, and, in another instance, editing out a model’s inner thighs.

It’s either a diabolical way to gain extra press or Victoria’s Secret’s photo editors are just really bad at their jobs.

More in Marketing

Meta’s Threads expected to have ads this year

The move would make Threads Meta’s latest bit of ad real estate venue just over a year after its launch.

Mobile esports reaches new heights in 2024 with a boost from Saudi Arabian investment

Mobile esports activity has been picking up gradually since 2021, but 2024 could be one of the most lucrative years yet for the esports teams and players participating in popular mobile games such as “PUBG Mobile” and “Mobile Legends: Bang Bang” (MLBB).

Q1 ad rundown: there’s cautious optimism amid impending changes

The outlook for the rest of the year is a tale of two realities.