Getty Images has partnered with Dove and GirlGaze to offer a “ground-breaking” library of 5,000 stock-free photographs with a fierce mission to “shatter beauty stereotypes by showing female individuals as they are, not as others believe they should be.”
Dove has recently revealed 72% of women worldwide do not feel represented by the images used in the media, with 67% of these women calling for brands to help make a change. In aim to make a difference, Getty Images are offering businesses free images of women of all identities, skin-disorders and disabilities.
The license-free photographs show a true representation of women from 39 countries, showcasing women with vitiligo, eczema and many more skin-conditions to help change the perception of women in the media.
Following on from Dove’s recent Self-Esteem Project, they have taken the next step forward to help others in the industry push towards an open border for skin diversity. Getty Images Director, Rebecca Swift, hopes project #ShowUs “will break visual clichés on an unprecedented scale, and we invite all media and advertisers to join the movement.”
The images are collated in sub-categories of ‘Real’, ‘Contentment’, ‘Inspirational’ and ‘Beauty’ with one overall message: “she is defining how she wants to be seen, on her own terms.”
Up-and-coming model Sako Nku who has lifelong skin-condition Vitiligo says, “it is so nice seeing businesses trying to make certain skin-conditions to be seen as normal – and this project is really going to help people like me to be accepted.”
With more and more brands now being apart of the skin-diversity movement, slowly moving away from picture-perfect edited photographs, project #ShowUs is proving to be a force to be reckoned with in encouraging other industries to start representing those with certain skin differences.
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