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

Why angel investor Matthew Ball still believes in the metaverse

Matthew Ball’s 2022 book “The Metaverse: And How It Will Revolutionize Everything” was a national bestseller in the U.S. and U.K. On July 23, he plans to publish the second edition of the book.

Marketing Briefing: Why sustainability is ‘not a priority’ for marketers right now

Anecdotally, there have been noticeably fewer requests from marketers on ways to market sustainability efforts in recent months, according to agency execs, who say that requests had been commonplace in the late 2010s and early 2020s. 

‘We’re watching the war’: Tubi hits growth spurt, but isn’t part of the streaming wars, CMO Nicole Parlapiano says

On the latest episode of the Digiday Podcast, Tubi CMO Nicole Parlapiano shares her perspective on the so-called streaming wars, pitching Tubi’s multicultural viewers and the streaming platform’s growth track.