A PICTURE OF BEAUTY BREAKS CHAINS
ABOUT 71% of South African women don’t feel represented by images they see in the media, according to the Dove Impact of Beauty Stereotypes study. That is why the skincare brand has partnered with Getty Images and Girlgaze for Project #ShowUs.
Project #ShowUs is the world’s largest stock photo library with more than 5 000 images, created by women and non-binary individuals to shatter beauty stereotypes.
The aim of the campaign is to put an end to the narrow definition of beauty consistently portrayed around the globe.
Featuring individuals from 39 countries, each image was created by women and non-binary photographers.
For Masego Morulane, it was an easy fit. After receiving a DM from Girlgaze, she knew she had to be part of the initiative. “My street photography project #spotthemane aims to document the beauty of black hair in our time. So I submitted my portfolio, created a Girlgaze profile, and was selected to work on Project #ShowUs,” said the designer and photographer.
With her experience of working in the fashion industry, Morulane uses her craft as a tool to document and share images of black hair and beauty.
As a Girlgaze photographer, she works very closely with the women she photographs. For this project, she involves them in the selection process, tagging their search terms for Getty Images. “It was less about me and more about my subjects feeling proud about how they identify themselves, and giving them a platform to share their stories with the world,” she said.
For her, the project resonates deeply. “We all have insecurities and some of them are caused by society’s beauty expectations. This is why Project #ShowUs is so important.”
But there’s another aspect to the campaign, probably the most important. Dr Tshepiso Matentjie was invited to work with Dove on Project #ShowUs in an advisory role because of the work that she had done with them in the past on the Dove Self-Esteem Project.
“Due to the nature of my work as a psychologist and life coach, I encounter many young people who struggle with self-esteem related issues, often because they do not feel represented by the picture of beauty painted by the media,” said the registered psychologist.
Matentjie believes part of building self-esteem is exposing young people to images that represent them and allow them to feel they are accepted in society.
“In the past, we have not always held the media and advertising outlets accountable for how they represent women, and this is key to helping South African women come to terms with their unique version of beauty, based on what they consume in the media every day,” she said.
As body positivity becomes a bigger part of the narrative, many young people are now celebrating their bodies, faults and all. Photographer and blogger Lesego Legobane, also known as Thick Leyonce, has no qualms about showing off her body. She’s now part of the #ShowUs initiative, campaigning fiercely on Instagram.
“If you’re only supporting bodies you find attractive, you might want to rethink calling yourself body positive,” she said.
She, like others, are slowly smashing stereotypes, choosing to call out body shamers and others who still subscribe to the notion of the conformity of beauty.
How to get involved
Media and advertisers:
View, license and use the photos in Project #ShowUs for your next project or campaign at GettyImages. com/ShowUs.
Women around the world: Join Dove.com/ShowUs to share your images and you could become part of the Project #ShowUs photo library.