Last year Victoria’s Secret came in for some heavy criticism after releasing an ad that featured a line-up of dainty models accompanied by the caption “A Body for Every Body.”

Swarms of people were offended with the idea that the image accurately captured every type of female body.

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So, when lingerie brand Curvy Kate set about casting their new ad campaign they took the opportunity to take a not so subtle dig at Victoria’s Secret.

Curvy Kate’s campaign, entitled “Every Body Is Beautiful,” operated an “open to all” casting call for women to model, attracting more than 1,000 entries from people in the UK, Australia and America.

The 10 finalists can be seen below.

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You can now vote online for the next Curvy Kate out of the ten finalists, although we’d suggest you hurry as voting ends at midnight tonight.

“We came up with the idea as we truly believe that there isn’t one type of perfect,” Chantelle Crabb, a marketing exec with Curvy Kate, told Glamour UK. “The women in the [Victoria’s Secret] campaign are beautiful, but we think that every woman is beautiful in her own right and should be represented fairly in the media too.”   

Tell us what you think to Curvy Kate’s body positive approach in the comments. 

H/T: Glamour UK

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