Victoria’s Secret ads toned down at Gilbert mall

The long legs and full body shots of Victoria’s Secret models on advertisements at SanTan Village mall are no more.

Lingerie ad in Gilbert called 'pornography'

Instead, new, toned-down versions of Victoria’s Secret’s annual national campaign focus from the belly up and on the smiling faces of models.

Taken down are signs that displayed models’ long legs and panties.

One photo of two models in their bras remains. But most others focus on faces, and in the place of some images are gray signs that say, “Here come the angels.”

“I think it looks a lot better,” said Vicki Parry, a Gilbert resident who was among more than a dozen who wrote letters and called town officials and Westcor, which owns the shopping center, asking them to change what they considered “soft porn.”

SanTan Village property manager Sheila Hunter said Limited Brands, the owner of Victoria’s Secret, used some different images that were taken as part of the same campaign to tone down the advertisements in the mall . SanTan’s layout is unique since it is an outdoor shopping center, and the ads are outside on a second-story window.

“I think there was a sincere effort on the part of Limited to hear the concerns from the community,” Hunter said. “And I think that they did a great job of communicating that response through their campaign.”

Ohio-based Limited Brands did not return calls Thursday from the Tribune, but spokeswoman Tammy Roberts Myers told The Associated Press that new posters were rolled out to Victoria’s Secret stores nationwide earlier this week.

Gilbert is not the only town to hear gripes about Victoria’s Secret campaigns. Groups like the American Decency Association have supported campaigns in cities throughout the United States seeking to tone down Victoria’s Secret and other kinds of advertisements they consider immoral.

Residents in Gilbert had mixed feelings about the advertisement change.

Chip and Carol Swain, who shopped Wednesday with their children, said they were relieved and that they wanted future ads to remain as “moderate.”

“It was pretty explicit before,” Chip Swain said. “I appreciate (the change). I’m not a prude, but when I am walking around with my wife, I don’t want to stare at underwear.”

“Especially with kids walking through here,” Carol Swain added.

But other visitors said those who decried the ads were going overboard in their opposition.

“It’s Victoria’s Secret,” said Elisha Sorce of Gilbert. “It’s in every mall, and it’s been like that forever. I don’t think they should have changed it.”

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The Associated Press contributed to this report.