The slogan, which refers to the retailer's "Body" lingerie line, appears with images of Victoria's Secret angels on the company's website and in stores in the UK.
The ads have prompted a widespread backlash online and inspired the hashtag "#iamperfect" on Twitter.
"There is a line between aspiration and thinspiration, and this campaign clearly oversteps the mark," columnist Sarah Vine writes in The Daily Mail. "As for their use of the word 'perfect', it's not only offensive to the 99.9% of the female population who don't share the models' 'perfect' proportions, it's also deeply irresponsible, if not downright cruel."
More than 15,000 people have signed a petition calling on Victoria's Secret to apologize and terminate the campaign.
"Victoria's Secret's new advertisements play on women's insecurities and send out a damaging message" the petition says.
We reached out to Victoria's Secret for comment and will update when we hear back.
Here are some of the reactions from Twitter.
The #iamperfect campaign against @VictoriasSecret http://t.co/KJ1z2z9J3t via @brandsynario pic.twitter.com/1eSe79TBf3
- Rida Sadiq (@Ritzaheer) October 31, 2014
#iamperfect @VictoriaSecret Harmful campaign. I am not perfect and I don't expect it either. What a shame!
- Cinthia Novick (@CinthiaNovick) October 31, 2014
Today we celebrate the perfect REAL body and all the women who have said "#IAmPerfect the way I am." #TBT pic.twitter.com/CFD2GfokGE
- Dove (@Dove) October 30, 2014
So the campaign the perfect body obviously promotes low self esteem, anorexia, bulimia, etc. Thanks @victoriasecret #iamperfect
- valepp (@valeborquezzz) October 31, 2014
stop bodyshaming #iamperfect http://t.co/0tv1lRJe25 via @UKChange
- Eustache (@Phelie_b) October 31, 2014
.@VictoriasSecret Apologise for your damaging Perfect Body campaign #iamperfect http://t.co/ZlVLuyo618 via @UKChange
- Pauline P (@Paupietttte) October 31, 2014
@VictoriasSecret #shameful #campaign #iamperfect! Really? I think its time for a #womansrights refresher course.
- Chantal Fry - Glisse (@chantaldebisous) October 31, 2014
There is NO SUCH THING as a 'perfect body!' @VictoriasSecret. Please, stop spreading this myth! #iamperfect pic.twitter.com/jz1Aconfym
- Jazzy J (@Jazz2J) October 31, 2014