Dove and Getty capture diverse stock images to change public perception of women
The project stems from the insight that 70% of women globally do not feel represented by everyday images, and aims to shatter beauty stereotypes by showing women as they are, not as others believe they should be.
Dove and Getty Images launch photo project to transform public perception of women
The #ShowUs project includes 5,000 images featuring 179 women from 39 countries which were shot by 116 women and non-binary photographers.
While images of photo-edited models dispel unrealistic ideals of beauty, femininity in all its shapes, ethnicities and perfect imperfections are captured and presented within the photo library.
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The photographs are available now for media and advertising industries to view, license and use in projects or campaigns.
Commenting on the partnership, Dove's global vice president, Sophie Galvani said: “For over 60 years, we have believed in liberating women from narrow beauty ideals and have showcased beauty diversity in our advertising. However, this is not enough, and we cannot make the systemic change we need alone."
Adding to this, Dr Rebecca Swift, creative insights director at Getty Images, commented: “While we’ve seen a positive shift in the popularity of photography that realistically represents women, there’s a lot more to be done. Project #ShowUs will break visual clichés on an unprecedented scale, and we invite all media and advertisers to join the movement.”
Amanda de Cadenet, founder of Girlgaze said: “Girlgaze was born out of a need to center the female perspective and secure paid jobs for women and non-binary creatives. Project #ShowUs is a game changing initiative, as we know when there’s more diversity behind the lens, there is more diversity in front of it.
"Generated through our jobs platform; the Girlgaze Network, by our global community of female-identifying and non-binary photographers, we are proud to have hired over 300 creatives to create images that truthfully depict female beauty—and in doing so, are also one step closer to closing the gender gap and centering inclusive beauty.”