Sweaty Betty faces storm over ‘Lolita style’ ads for teen range
HIGH Street sportswear chain Sweaty Betty has been accused of ‘sexualising’ children in ‘Lolita-style’ adverts for gym wear.
The photos feature teenagers pouting, playing with their hair and preening for the cameras.
The brand’s founder, Tamara Hill-Norton, said she created the teenage range to encourage girls not to drop out of sport – and chose her two daughters and niece to appear in the shots.
However, mothers and customers have criticised the advertising campaign on Twitter, describing it as ‘highly inappropriate’ and having little to do with playing sport.
Angela Sandy Ambrose wrote: ‘Dear Sweaty Betty, this advertisement is highly inappropriate. As a parent of teenaged daughters, I’m furious that you would use an overly sexualised image that says nothing about the benefits of exercise. Shame on you.’
Fforest Piercy said: ‘Just poorly, poorly executed... why not shots of girls actually playing sports, being active, not just posing in a provocative manner.
‘I’m cringing thinking of what was said to make them look this way during shoot. Let children be children.’ Emma Sugden added: ‘ This is too much... real role models come in all shapes and sizes. Let’s not demotivate girls who may already be body conscious.’
Becca Johns wrote: ‘ Seriously Sweaty Betty who signed this off? I love your products, but I can’t buy from you again if you think this is an appropriate way to present kids clothes.
‘It’s bad enough that adult women are expected to be sexy whilst exercising but now kids too?’ And Kathryn Tyler added: ‘ Disappointed by this Lolita-style photoshoot from Sweaty Betty. Feels really overly sexualised.’
The brand’s first teenage range – aimed at 11 to 13-year-olds – features £45 leggings, £40 shorts and £30 crop tops. Mini leggings for children aged two to four cost £25. In a blog post announcing the launch of the range, Mrs Hill-Norton said: ‘Since I founded Sweaty Betty, our core values have always Pouting: Photos promoting Sweaty Betty’s first teenage range included empowering women of 1998, Sweaty Betty has more than all ages through fitness, so I knew 50 shops in the UK and six in the I wanted to encourage teens to US. Mrs Hill-Norton and her husband lead a more active lifestyle in a fun Simon have built it into a and playful way.’ sportswear empire which has
She added that girls may be put cashed in on the trend for wearing off by ‘uncool’ and ‘unflattering’ fitness clothes outside the gym. PE kits – and that this range could Its sales rose to £36.9million in inspire them to get active. the year to December 2015, up
The mother of three also revealed from £31.4million a year earlier. she chose her two teenage daughters, her niece and a Sweaty Betty Last year Mrs Hill-Norton told model to pose in the photos which The Sunday Telegraph her children feature on the firm’s website. play an active role in the company.
She wrote: ‘We shot the campaign She said: ‘They help me with for this with my two girls, presentations, travel with me to my niece Esme and our model this meet suppliers during their school season, Penny Lane … it was holidays, come on photo shoots incredible to see the girls all laughing and visit our stores.’ together creating these really Mrs Hill-Norton did not respond light-hearted images.’ Founded in to requests for comment.