Popular gym-wear brand slammed for lack of diversity in leaked image from photo shoot
May 3, 2022
Alex Baker
Alex Baker is a portrait and lifestyle driven photographer based in Valencia, Spain. She works on a range of projects from commercial to fine art and has had work featured in publications such as The Daily Mail, Conde Nast Traveller and El Mundo, and has exhibited work across Europe
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Active-wear brand Gymshark has provoked anger after a behind-the-scenes image from a recent photoshoot was leaked on Facebook. The image shows 7 models, all of which are no larger than a US size 4. It has since caused an outcry from women demanding representation of larger body sizes.
The behind-the-scenes photo was leaked last week after the brand’s promotional photoshoot in London. Despite obvious efforts towards inclusivity, many commenters felt that Gymshark had fallen short in this aspect.
The image clearly shows 6 caucasian models and one woman of colour. One model is in a wheelchair, which in itself is not something you see every day in advertising of this nature. It’s true though, that larger sizes and different body shapes are not being represented here in this one image. However, we do have to remember that it is just one leaked image and may also not be representative of the entire shoot.
But is it really a lack of inclusivity? Do two out of 7 strike as tokenism or are people just ‘what-abouting’? As photographers, how can we work towards better representation in our images, particularly when working with brands?
It’s an important question and one which anyone working in any type of commercial work should be asking. While portions of the media are quick to deride so-called ‘woke-ism’ and ‘cancel culture’, they aren’t likely to be going away anytime soon and usually come from the right intentions.
“We need to see how it works on larger bodies,” said one woman. “I’m not buying from a company that doesn’t represent larger people properly,” wrote another in a comment.
Others were quick to point out that Gymshark did in fact have other images on their Instagram feed that represented a more diverse approach to body shape and size, and one commented that she was happy to see a model in a wheelchair in a fitness wear advertisement for the first time.
Brands are usually very careful about how they choose models for shoots, to get the look just right. But are they missing a trick here? I guess it all boils down to the question ‘what will inspire people to buy their product?’ It sounds cynical but with commercial photography that’s really what we are doing. Perhaps there is a fine line between potential customers feeling represented and it being aspirational?
If I buy workout wear I might aspire to look like the women modelling the clothes, however, in my mind, I know that I will likely never achieve that, I mean let’s face it, I ain’t 21 anymore! If someone is looking kind of like me but just a little bit better then that might inspire me to make a purchase.
Fitness brands that don’t represent larger body sizes are potentially missing out on a broader customer base. If we want to inspire people to lead healthier lives they need to feel welcome in places to exercise, and not immediately excluded before they even set foot in a gym because they can’t find any decent clothes to work out in.
Ultimately, as photographers working with brands, we can only do what we can to increase diversity within our images. We often don’t hold all the power over these decisions, particularly on bigger shoots. Ultimately, we might just have to accept that we cannot include and represent absolutely everyone in one image, and we likely won’t be able to keep everyone happy all of the time.
As a photographer what is your point of view?
[Via News Au]
Alex Baker
Alex Baker is a portrait and lifestyle driven photographer based in Valencia, Spain. She works on a range of projects from commercial to fine art and has had work featured in publications such as The Daily Mail, Conde Nast Traveller and El Mundo, and has exhibited work across Europe
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12 responses to “Popular gym-wear brand slammed for lack of diversity in leaked image from photo shoot”
“Active-wear brand Gymshark has provoked anger”. I suspect this is because there are people who just aren’t happy unless they can find something to be angry about.
And there is no shortage of those people these days. I bet my comment made at least one of them angry right now.
This. Exactly. It’s ridiculous.
I used to shoot for them. They have always been diverse.
If when you look at a picture you start counting how many men and women and the number of minorites there are, you’re the problem.
“However, we do have to remember that it is just one leaked image and may also not be representative of the entire shoot.”
The more interesting and on point article would be how people love to jump to conclusions based on very limited knowledge.
You did not do that. Your article would have been great except for your insistence on piling on with no real knowledge of the final product.
I know clicks are important but…
We have seen that, by far, the best response to criticism about “diversity” and “inclusiveness” is “SHUT THE F UP.” Otherwise, your actions to rectify the criticism will never, ever, ever, be enough.
Gymshark doesn’t have any obese people represented.
Gymshark doesn’t have any Sudanese refugees represented.
Gymshark doesn’t have any fictional cartoon characters represented.
Gymshark doesn’t have any blind people represented.
Gymshark doesn’t have any “busy working moms” represented.
Gymshark doesn’t have any quadruple amputees represented.
Gymshark CLEARLY doesn’t have any “aesthetically challenged” (i.e. ugly) people represented.
Need I go on?
You know, they’ve got a point… I don’t see any Karens in the photo. All the Karens feel marginalized and left out, and you KNOW they’re going to complain.
Bad article about a non problem
What if the company’s target market is slim, wealthy women? Is that not their prerogative to brand and sell to the people that will bring the highest profit. Does Rolex target poor, homeless people? Are companies not allowed to create products specifically for a targeted group of people? Who gives anyone the power or legit right to tell companies what to do or not do. If your not going to respect people’s decisions, May they should stop trying to play God.
Very Well put – exactly.Its your perogative to choose who you want to cast for your marketing campaign.
As the photographer – we want to shoot good looking – fit people for a sportswear brand- simple.Should Sports Illustrated Swimwear include – overweight women – oh sorry – persons! No – People buy – follow – such campaigns becase they want to see beautiful bodies and beautiful women – THEIR CHOICE. By shooting slim – fit healty – attractive sports models for their clothing – it doesnt mean they dont sell large sizes – cater for a diverse market – no they also dont show every colour variation either – I like Black – you like pink- sorry we just chose the black because it suited the background- models- logo – what ever.
We need to draw a line somewhere. If a manufacturer wants to represent their product a certain way, fine. If a woman is 100% good with her body, fine. If the two dont match up….. Guess what…. Fine.