Fujifilm UK brings out topless model at GFX 50S event sparking tirade of Twitter outrage

Feb 25, 2017

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

Fujifilm UK brings out topless model at GFX 50S event sparking tirade of Twitter outrage

Feb 25, 2017

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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Having models at camera demo events isn’t all that strange. It doesn’t happen at most of them, but it’s not unusual. Especially with cameras marketed towards fashion and portraits. Somebody at Fujifilm UK, however, decided that just bringing out a model wasn’t good enough for the Fujifilm GFX 50S, though. Oh no, she had to be topless, too.

Fujifilm UK held a paid event that would let photographers try out the new medium format GFX 50s. It started as many do, with a technical talk. Then they were to bring out a model. That way photographers to try out the new camera for themselves. It caused at least one photographer, Danny North, to leave immediately. He then went on a Twitter tirade to voice his displeasure.

Having now lost the money he paid to enter the event, Fujifilm UK did respond with a sort-of apology.

Whereupon Mr North suggested that they donate his refund to the Women’s Aid charity.

His tweets have received many replies from similarly outraged people who weren’t there. I wasn’t there, either, so I didn’t see how the event was marketed. But Danny’s response suggests that it wasn’t exactly an expected turn of events. Either way, it’s still kinda weird. And the weirdness isn’t really about the subject matter, but the context in which it’s presented.

When I go to check out a camera, lens or other gear, regardless of subjects I may choose to shoot personally or professionally, the subject matter for testing really isn’t all that important. I don’t understand what Fujifilm UK thought they had to gain by making a model come out shirtless.

But then, the model obviously didn’t have a problem with it, or she wouldn’t have done it. Every day, various social media platforms remind us of the whole #freethenipple thing. To make topless females just as socially acceptable as topless males.

While I’m not quite sure that this is what the Free the Nipple campaign have in mind, one has to wonder if there’d be this much outrage had it been a male model. For me, though, a topless male would still be just as weird at an event like this.

Update: It appears the “event” was a 6 person private studio day with renowned Fujifilm X-Photographer Wayne Johns.

Looking at Wayne’s work for L’Oreal, which contains topless models, it certainly seems like the kind of imagery the GFX 50S would be well suited to. However, possibly not the best choice of subject for such an event.

[via PetaPixel]

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John Aldred

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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49 responses to “Fujifilm UK brings out topless model at GFX 50S event sparking tirade of Twitter outrage”

  1. Daniel Shortt Avatar
    Daniel Shortt

    I had a look at this earlier, it seems (might be wrong) like it was a workshop not a tech or tradeshow. It was just a place where the camera was available to be seen. Danny the guy complaining paid to go to the workshop and I imagine they knew what was going to be shot at the workshop?Honestly you see more skin if you go to the beach in Sydney.

  2. Don Kat Avatar
    Don Kat

    A sign of Desperation on Fugifilms part!

    1. Darren Jenks Avatar
      Darren Jenks

      And you might want to learn how to spell or just read the article right ;) Never heard of FUGI Films lol

  3. Jarek Niskiewicz Avatar
    Jarek Niskiewicz

    What is the big deal?! People are so fucking stupid and narrow minded, only an idiot would have an issue with nudity.

    1. Chris Miller Avatar
      Chris Miller

      Besides I can think of 2 reasons it would have been awesome ( I know, I’m a pig….)

      1. doge Avatar
        doge

        Fuck yeah; getting to shoot that new GFX50S and meeting Wayne Johns.

  4. Margaritas Ante Porcos Avatar
    Margaritas Ante Porcos

    He had a bad day and had to make it the same to everyone.

  5. Gvido Mūrnieks Avatar
    Gvido Mūrnieks

    But think of the children!(oversensetive “adults”)

  6. Najib Saer Avatar
    Najib Saer

    What a f$?!in crybaby. We live in a world where people are so easily offended because of their own insecurities.

    1. Allan Alcibar Avatar
      Allan Alcibar

      And a world where a grown man says the word “fuck” openly yet censored. Go figure

    2. Najib Saer Avatar
      Najib Saer

      Allan Alcibar FUCK. Better?

    3. Allan Alcibar Avatar
      Allan Alcibar

      Yes. Man up

  7. Josh Harney Avatar
    Josh Harney

    Were there no women in attendance at this test? If so, did they object? Or are you just assuming that Fuji did this for “a bunch of men”.

    Don’t get me wrong, I think this might have been a bit silly on Fuji’s part. But I don’t see this being as big a deal as everyone is trying to make it.

    1. Allan Alcibar Avatar
      Allan Alcibar

      Turns out it was only a workshop. Only 6 attendees.

  8. Fionnbharr O'Muireadhaigh Avatar
    Fionnbharr O’Muireadhaigh

    Hats off to Fuji, that’s advertising money can’t buy ???.

  9. Howardo Mansfieldio Avatar
    Howardo Mansfieldio

    So this guy went to try out Fuji’s new camera, complains that Fuji need to step into 2017, and then thinks that in 2017 he still has the power to demand a woman cover herself up to suit HIS requirements?

    1. Allan Alcibar Avatar
      Allan Alcibar

      Right. And it turns out it wasn’t even a huge trade show or the like. It was a 6 person private event.

    2. Michael Groah Avatar
      Michael Groah

      So funny cause its true, lol

  10. Marc Falzon Avatar
    Marc Falzon

    Oh wow. A naked human being. Let’s get offended.

  11. DPJ Avatar
    DPJ

    What a load of lefty bo!!ocks. He needs to grow up and put his toys back in the pram. Has he never thought that Fuji did this on purpose, column inches means coverage, good or bad. If you’ve got people talking about you and your product, then you’ve done your job as a marketing exec.

  12. James Baker Avatar
    James Baker

    You stay classy, Fuji ! ?

  13. Duncan Collinsworth Avatar
    Duncan Collinsworth

    Everyone knows only pornographers shoot nudes… Not PHOTOGRAPHERS. Sheesh.

  14. David Monger Avatar
    David Monger

    I appreciate the author mentioning “His tweets have received many replies from similarly outraged people who weren’t there. I wasn’t there, either, so I didn’t see how the event was marketed. ” but the title of the post doesn’t really reflect this. According to the metro.co.uk post, Danny actually then explained that, although prehaps she wasn’t wearing a top, she was not “topless” in the conventional sense. Her nipples were covered and there’s even a screenshot from a video filmed there that shows that.

    1. Kaouthia Avatar
      Kaouthia

      It was the tweets themselves that stated she was topless. Can you link that post? I don’t see any mention of it on the Metro website or their Facebook page.

  15. Shelly Lloyd Avatar
    Shelly Lloyd

    I think it would have been a good idea to advertise that the hands on workshop would be done with nude models, and have both male and female models.
    But other than that I don’t have a problem with nude art photos.

    1. Allan Alcibar Avatar
      Allan Alcibar

      Oh yea, let’s be fair. If there is a nude female, we must also have a nude male. Great, everyone is treated equally.

      Transgender chimes in “hey, why none of us?”

      And then here come the other 70 invented genders along to demand their equal sexual exploitation. Bahaha

      Sorry Shelly, your idea flawed

    2. Shelly Lloyd Avatar
      Shelly Lloyd

      It was not an ideal born out of trying to treat everyone equally, just thought some varitey would be nice.
      Sorry you felt the need to bite my head off.

  16. Randy McKee Avatar
    Randy McKee

    Another twit making a big deal about nothing. I’m sure she wasn’t forced to do the shoot topless.

  17. Allan Alcibar Avatar
    Allan Alcibar

    At first i was like, “what the F fuji”.

    Then at the end of the article, it turns out it was not a “show” open to the public. It was a private workshop for only 6 attendees, hosted by a photog with known topless art.

    What a cry baby bitch this dude is.

    1. Joe Clay Avatar
      Joe Clay

      That was exactly what I did. I mean, I didn’t really care if they did it at a large expo or not. Whatever, it would be odd, but that’s their choice (and it would be his to criticize). But in this context? This guy is a tool.

    2. Tasha Avatar
      Tasha

      I felt the same until Danny tweeted me stating that it wasn’t a private event like this article says, it was a public event. You just had to buy a ticket. In London they ran 2 a day for two days. He’s never heard of the photographer before. Fuji advertised it as a hands on day for the gfx50s. It was a tech demo.

  18. Jonathan Corbett Avatar
    Jonathan Corbett

    I guess it depends in what context or setting they were going to shoot the model in. I mean if it was an art class studying life drawing with a model then that’s different but I certainly wouldn’t have been comfortable with this situation myself. I mean did they know about it before accepting the invitation to the event? The whole thing does sound a bit pervy to me especially if it was just 6 men at the event ?

  19. Ben Mathes Avatar
    Ben Mathes

    Danny is sort of a whiner, isn’t it?

  20. Sergi Yavorski Avatar
    Sergi Yavorski

    Who cares?

  21. Kryn Sporry Avatar
    Kryn Sporry

    This is just my opinion. I think it’s very poor taste of Fuji. It’s also extremely old fashioned. However, in 2017 it should be possible to not be offended about nudity, especially in the art industry.

  22. TheInconvenientRuth Avatar
    TheInconvenientRuth

    I’m familiar with Wayne John’s work. This was not a ‘press event’ but a private worokshop. If Danny North had actually looked into what kind of work Wayne normally produces, he could have expected a topless model during a private workshop. To then be ‘offended’ by this and launch a public tirade at Fuji is just plain silly Not at Wayne. At Fuji. Probably because that gets more views…. Nothing more than attention grabbing.
    “Look at ME being all politically correct and outraged!”
    As a woman, it wouldn’t have bothered me in the least. If anything, I’d be excited to shoot something that I normally never shoot.
    SJW’s always talking about how we need to ‘desexualise’ female nudity and ‘free the nipple’ but as soon as you bring out a half naked woman, you are sexist and a pervert and everyone is offended. Give me a break.

    1. Joe Clay Avatar
      Joe Clay

      Bless you.

      Funny that this white knight basically implied that it is reprehensible for a woman to be topless, but probably would have been fine with it being a man. So he’s actually making the argument that women are lesser, different, and can’t own their own sexuality. Bravo idiot.

    2. Tasha Avatar
      Tasha

      I felt the same until Danny tweeted me stating that it wasn’t a private event like this article says, it was a public event. You just had to buy a ticket. In London they ran 2 a day for two days. He’s never heard of the photographer before. Fuji advertised it as a hands on day for the gfx50s. It was a tech demo….

  23. Anthony Woodruffe Avatar
    Anthony Woodruffe

    I sent a tweet to FujiFiln UK saying they had nothing to apologise about. ‘Akt Fotografie’ as it is called in Germany has a good market share within the industry. I feel this guy wanted his 5 minutes of fame and it worked. After my tweet, I get tweets saying I’m part of the problem, asking what is wrong with me, to the point I deactivated my twitter account.
    The truth is Twitter is loaded full of negativity. Even in cases of trying to protect against female objectification the approach is full of anger and spite.
    My point was that many people including media outlets and blogs wish to slam FujiFilm UK for ‘trotting out’ a ‘nude’ model, yet it seems nobody is interested in how the model might feel about all of this disgust and distaste.
    She lands a great job but probably can’t enjoy the moment because of the backlash. How ironic for someone to be comfortable and proud of her femininity, could possibly now feel ashamed for accepting the job. The experience I had on Twitter only underlines the in acceptance for people to see beyond their own view. They simply do not want to accept that it’s plausible to suggest that their view does nothing to empower women and may well have a negative affect.
    Sadly the PR at FujiFilm UK apologised for their actions, instead of making it clear as to why they hired a model, which would be far more beneficial. Instead we have to put up with demeaning headlines and articles, not only aimed at FujiFilm UK but without intention, indirect derogatory implications of the model which undermines her professionalism.

  24. Taylor Maduro Port Avatar
    Taylor Maduro Port

    Wow this guy is pathetic.

  25. Gerald Voigt Avatar
    Gerald Voigt

    I bet he has no problem snapping pics of models walking down a runway with their breasts or other parts showing all because its fashion and he is being paid to capture the images.

  26. Michael Hickey Avatar
    Michael Hickey

    Totally crass but mission accomplished.

  27. Fred Stafford Avatar
    Fred Stafford

    Who cares?? Try the camera out then leave. What’s the big deal?? Private workshop not open to the general public. If your not into “that type of portrait photography”, just leave without having a meltdown. Fuji has a right to market as they see fit. Watch some of the European commercials they show more skin then those American commercials. (Oh these are shown on TV).

  28. AsianReaper Avatar
    AsianReaper

    Hahaha I read this as a redesign of the camera . Was wondering if they had suddenly removed the viewfinder …. Tits are always appreciated as long as they don’t sag .

    1. Joe Clay Avatar
      Joe Clay

      Haha, I was also wondering if this was just some clickbait title.

  29. relinquis . Avatar
    relinquis .

    thanks for having the context in your reporting. i think fuji shouldn’t have apologised. they did nothing wrong.

  30. ReneK Avatar
    ReneK

    This is getting far too much attention…

    Just a bigot steering up drama for no reason.

  31. Renlish Avatar
    Renlish

    I’m female. I hate it when anyone speaks for me – but particularly hate it when men like Danny announce to the world how they think I should be feeling about things. I for one cannot stand puritan attitudes like this being forced on me.

    How would I have felt seeing this topless woman?

    JUST. EFFING. FINE. Thanks very much. I love nude photography and rarely get the chance to shoot it. As this was a private workshop run by someone who specialises in this niche, I quietly question Danny’s level of comprehension skills. :/ It doesn’t take a rocket scientist to put one and one together and come up with boobs.