DIY Photography

Your one stop shop for everything photo-video

  • News
  • Inspiration
  • Reviews
  • Tutorials
  • DIY
  • Gear
Search

Submit A Story

Popular gym-wear brand slammed for lack of diversity in leaked image from photo shoot

May 3, 2022 by Alex Baker 12 Comments

  • Share
  • Tweet
  • Flipboard
  • WhatsApp

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.

View this post on Instagram

A post shared by @gymsharkwomen

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]

 

FIND THIS INTERESTING? SHARE IT WITH YOUR FRIENDS!

  • Share
  • Tweet
  • Flipboard
  • WhatsApp

Related posts:

Photographer recreates famous brand ads to point out to the lack of diversity in the industry Q+A with Bloomberg’s Photo Editor: Why Diversity of Photographer Voices is a Must Vanessa Hudgens Slammed For Posting Viral Tea-Tossing Photo on Instagram without Credit Woman got slammed for tweeting a photo of her “fine as s**t” doctor without his consent

Filed Under: news Tagged With: advertising photos, commercial photography, diversity

Alex Baker: from diyphotography.net

About 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

« Hubble captures images of unusual ‘fluffy’ galaxy
10 tips for filming miniatures to make them look larger than life to the camera »

Submit A Story

Get our FREE Lighting Book

DIYP lighting book cover

* download requires newsletter signup

Recent Comments

Free Resources

Advanced lighting book

Learn photography

Recent Posts

  • This year’s Nature TTL POTY winner puts global warming right in our faces
  • TTArtisan announces super-low-budget 500mm f/6.3 super telephoto lens
  • NASA reveals five photos of space objects invisible to human eye
  • Tamron’s 17-50mm f/4 Di III VXD lens ships in October
  • Facebook now lets you (legally) have multiple profiles

Udi Tirosh: from diyphotography.netUdi Tirosh is an entrepreneur, photography inventor, journalist, educator, and writer based in Israel. With over 25 years of experience in the photo-video industry, Udi has built and sold several photography-related brands. Udi has a double degree in mass media communications and computer science.

Alex Baker: from diyphotography.netAlex 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

David Williams: from diyphotography.netDave Williams is an accomplished travel photographer, writer, and best-selling author from the UK. He is also a photography educator and published Aurora expert. Dave has traveled extensively in recent years, capturing stunning images from around the world in a modified van. His work has been featured in various publications and he has worked with notable brands such as Skoda, EE, Boeing, Huawei, Microsoft, BMW, Conde Nast, Electronic Arts, Discovery, BBC, The Guardian, ESPN, NBC, and many others.

John Aldred: from diyphotography.netJohn 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.

Dunja Djudjic: from diyphotography.netDunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

Copyright © DIYPhotography 2006 - 2023 | About | Contact | Advertise | Write for DIYP | Full Disclosure | Privacy Policy