Sydney Roper has sued Victoria's Secret in federal court, alleging the company used about 95% of her face in an Instagram perfume ad despite contracting for a partially obscured appearance. Her agency had agreed to a four-hour shoot for $1,000 plus a 20% fee, and later requested an additional $3,000 when broader use was sought. Victoria's Secret allegedly removed the post without responding or paying; Roper seeks damages, profits attributable to the unauthorized use, and attorneys' fees.
Model Sues Victoria's Secret, Says Instagram Perfume Ad Used 95% Of Her Face Without Permission
Model sues Victoria’s Secret for using too much of her face in an Instagram ad
Sydney Roper has filed a federal lawsuit in California accusing Victoria's Secret of using nearly her entire face in an Instagram commercial for a perfume without authorization or additional compensation. The complaint says the brand contracted for a limited, "parts-model" appearance but published footage that made her clearly recognizable.
A model has sued Victoria's Secret, claiming the company used too much of her face in an Instagram ad for perfume without permission and without additional compensation (Getty Images)
The suit alleges that the company agreed to display less than 30% of Roper's face — an "unrecognizable parts-model appearance" — yet the posted video shows approximately 95% of her face, including her eye, nose, lips and other facial features. The clip is said to be part of Victoria's Secret's Joyride fragrance campaign that ran this summer.
The company agreed to only show less than 30 percent of Sydney Roper's face, but about 95 percent of her face was in the ad, according to the lawsuit (Getty Images)
What Happened
Roper, who has modeled for Peter Millar's G/FORE golf apparel brand for about six years, and her agency agreed to a four-hour shoot on April 3 for $1,000 plus a 20% agency fee. According to the complaint, a Victoria's Secret representative confirmed by email that "all will remain unrecognizable" and that only portions of her face (nose and lips), her hands and an arm would appear.
'These models are exploited and taken advantage of on a daily basis,' Roper's lawyer said. 'My client has been doing it for a long time, and she just doesn't let anyone take advantage of her anymore' (Getty Images)
After the agency requested an additional $3,000 — including a $500 agency fee — to authorize broader use of Roper's face, the suit says Victoria's Secret did not reply, removed the linked Instagram advertisement, and offered no apology or payment. Roper's legal team notes that taking the post down does not compensate her for the alleged prior commercial use.
Claims And Relief Sought
"These models are exploited and taken advantage of on a daily basis," Roper's lawyer Perry C. Wander told reporters. "My client has been doing it for a long time, and she just doesn't let anyone take advantage of her anymore."
The complaint accuses Victoria's Secret of using Roper's "recognizable likeness" to attract consumer attention and promote purchases. Roper is seeking unspecified damages, any profits attributable to the alleged unauthorized use of her likeness, and attorneys' fees.
Context
Roper's attorney noted that full-face use in a national or international perfume campaign can command tens of thousands — or more — in compensation, and said it's unclear whether the full-face footage was published by mistake or intentionally. The Independent obtained a copy of the complaint and Victoria's Secret has been contacted for comment, according to reports.
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