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

How some creators are using AI to make higher quality content – faster – for platforms

Some content creators are using generative AI tools to spark new levels of creativity and innovation and are sharing their experiences online in how they’re using these tools to streamline their workflows and boost productivity.

Research Briefing: Brands use Facebook less, dive into YouTube Shorts more

In this edition of the weekly Digiday+ Research Briefing, we share focal points from Digiday’s recently released reports on marketers’ evolving social media tactics, including how they’re using Facebook less and diving into YouTube Shorts more.

As crypto winter ramps up, why some marketers aren’t feeling the cold

In 2023, some brands’ executive boardrooms are still insulated from the chill of crypto winter, for better or worse. But the rising pressure of crypto skepticism has made it more urgent than ever for companies to figure out how to use blockchain technology to support their core offerings and customer base rather than simply dropping branded NFTs and hoping for the best.