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.