Sweaty Betty has removed a campaign image featuring young girls after social media users complained that it was too sexual.
The workout gear brand posted an image from its new girls’ range, the Mini Me Edit, on its website featuring the girls wearing tropical-patterned leggings and cropped tops.
The image was shared widely on Twitter on Monday and generated a number of negative responses.
Some users said that the outfits were ‘inappropriate’ for children while others claimed that the image offered too narrow a view of young girls who play sport.
Seriously @sweatybetty 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. Bad enough that adult women are expected to be sexy whilst exercising but now kids too? pic.twitter.com/moDaDHfAY7
— Becca Johns ⚡️ (@thebeccajohns) May 14, 2018
This is wrong in so many ways. Way too provocactive, way too voyeuristic with the middle crotch shot. And WHY? Are we not YEARS past this for goodness sake. KEEP UP @sweatybetty ?♀️
— Meg Huckstep (@meg_huckstep) May 14, 2018
I’m really sorry @sweatybetty but this is pure sexualisation and no way to sell/promote your brand to young impressionable young girls. I may well not buy from you again #disappointedcustomer pic.twitter.com/YCMkh3IACE
— Tri-ingBecs (@10ForMum) May 15, 2018
This is not an appropriate way of selling sportswear to teenage girls @sweatybetty not only is it overtly sexual in its tone, but also excludes girls who don’t want to show off their bodies. How about simple functional but stylish kit for our girls to ensure they stay in Sport? pic.twitter.com/EuiWMwFnDL
— Too Fat to Run? (@Fattymustrun) May 14, 2018
The image is “at best unhelpful, and at worst very worrying, in the way it portrays girls,” Kate Dale of Sport England’s This Girl Can campaign, told HuffPost UK.
“Women come in all shapes and sizes and all levels of ability – it’s important that they don’t feel they have to look a certain way or wear certain clothes to be active,” she said.
The brand today removed the image that was shared widely online. It has yet to comment on the furore surrounding the collection.
