The campaign, promoting the hashtag #PerfectBody and claiming to provide the perfect fit and comfort, has been accused of using a toxic combination of super slim models and expert airbrushing to create an image of perfection unattainable for most women.
In response to the campaign, retailer JD Williams has launched a #PerfectlyImperfect campaign to promote body confidence for all women, of all ages, sizes and shapes, as well as asking women to share their #FavouriteFlaw on social media.
The aim of the campaign is to share the things they love about themselves and encourage others to look at their own bodies in a positive light.
Ed Watson, a JD Williams spokesperson, said: “We have a responsibility as a retailer to promote positive body image to our customers and that means being representative of women in the UK.”
