Monday at noon, journalists and Victoria's Secret social media fans were told that the lingerie line was promoting a new campaign: the "consent revolution" that "promotes consent to fight rape in new panties."

A new website featuring women with various body types (as opposed to the highly photoshopped norm) called Pink Loves Consent explained how although previous thongs read "No Peeking" and "Sure Thing," new ones would say "No Means No" and "Ask First."

After doing some digging, Jezebel's Katie Baker found out that the new campaign to increase rape culture awareness was, unsurprisingly, a hoax. Although the woman posing as Molly Reagan, "Media Relations with Victoria's Secret's new PINK loves CONSENT line" assured baker that this was legit, Victoria's Secret owner Limited Brands said that it was not, in fact, an official campaign.

"My only complaint is that you can't actually buy anything off the site, because now I kind of want some underwear that says "respect" on the crotch," Baker wrote.

Or underwear like this:

While this campaign was highly suspect straight off the bat — Victoria's Secret is hardly known for cultural sensitivity or for promoting healthy body images (just look at the difference between a Dove and VS model) — some people bought into the alleged marketing shift and actually liked it better.

A Victoria's Secret employee tweeted, " “I am so happy to currently have a job for a company that stands for something so beautiful!! @LoveConsent #victoriassecret #loveconsent”

The Tumblr community was impressed, posting, "i just have to say that victoria’s secret has really got something good going on here. it’s very informative... AND the models are not their typical super-skinny-huge-boobed-7-feet-tall models."

And then disappointed: "PINK loves consent campaign isn't real and my heart is weeping."

The feminist duo known as "FORCE: Upsetting Rape Culture" took credit for the hoax. (They were also behind projecting "Rape is Rape," complimented with stories from rape survivors, on the U.S. Capitol building during the election, when primarily male politicians stumbled along trying to define rape as legitimate or forcible during abortion-related campaigning.

One in four college students report surviving rape.

That's a message you probably won't be hearing at Victoria's Secret's fashion show tonight.