— -- A recently-launched Victoria's Secret campaign is coming under social media firestorm for what some consider body shaming.
The company, long known for featuring beautiful models with enviable figures, may have taken things one step too far with its "The Perfect 'Body'" advertisements. On its web site, the campaign features a row of 10 underwear-clad women, at least three of whom have visible ribs. The only model who might be considered a size more typical of a woman who is not an underwear model is also the only one who has her back to the camera.
The perfect body campaign is part of the Body by Victoria line of lingerie.
"The Perfect 'Body'" has ignited a Twitter firestorm and a Change.org petition. The petition calls for an apology and for the company to "take responsibility for the unhealthy and damaging message that their wording ‘The Perfect ‘Body’’ sends out to society about women’s bodies and how they should be judged."
The petition has more than 2,800 signatures as of mid-morning Wednesday. It also calls for people who find the ad objectionable to take to social media with the hashtag #iamperfect.
Victoria Secret did not immediately respond to ABC News' request for comment.