Aussie model Renee Somerfield defends ‘Are You Beach Body Ready?’ ad campaign
AN AUSTRALIAN model who stars in an ad campaign featuring the slogan ‘Are you bikini body ready?’ has hit back at claims the ads ‘body shame’ women.
AN AUSTRALIAN model who stars in a UK ad campaign featuring the slogan ‘Are you bikini body ready?’ has hit back at claims the ads ‘body shame’ women.
Sydney-based model Renee Somerfield, 23, is the face of Protein World’s Beach Body billboard advertisements, which are plastered all over tube stations in London. Protein World is an online store selling vitamins and supplements.
Thousands of women have slammed the ads as sexist, arguing they commodify women’s bodies. A change.org petition titled ‘Remove ‘Are You Beach Body Ready’ Advertisements’ has more than 43,000 signatures and a hashtag #eachbodysready is trending on Twitter.
This advert pretty much sums up everything that I despise about how we treat and value women's bodies. pic.twitter.com/PBZNyn8qop
— Hannah Atkinson (@hatkinson_) April 12, 2015Loving the feminist vandalism #eachbodysready to the disgusting ad (and behaviour) of @ProteinWorld pic.twitter.com/DvM0rfIwFG
— Anastasia López (@AnastasiaLopezD) April 26, 2015You're god damn right @Catstello and I are beach body ready. No help needed, we're #alreadyperfect. #bodypositive pic.twitter.com/UysgHFkvpa
— Fiona Longmuir (@EscapologistGl) April 22, 2015The petition reads: “Protein World is directly targeting individuals, aiming to make them feel physically inferior to the unrealistic body image of the bronzed model, in order to sell their product.
“Perhaps not everyone’s priority is having a ‘beach body’ (by the way, what is that?), and making somebody feel guilty for not prioritising it by questioning their personal choices is a step too far. A body’s function is far more intricate and important than looking ‘beach ready’, so in fact it is Protein World who have confused their priorities, if anyone.”
But the woman who stars in the ads says they aren’t meant to shame people.
“Protein World’s intention is to motivate and inspire their consumers to be the best, healthiest and fittest version of themselves, not to advertise that you have to look a particular way to be ‘beach body ready’,” Somerfield told news.com.au.
“Trying to petition body shaming by body shaming the ad is very contradictory ... Two wrongs don’t make a right.
“The real goal should always be health, not body size. I agree that ALL bodies are ‘beach body ready’. Skinny, curvy, muscular, petite, tall, short, young and old. Confidence is beautiful no matter what size you are. Your reflection doesn’t define your worth.”
Protein World has labelled the backlash against its ad as “fit shaming”.
“We are a nation of sympathisers for fatties,” a spokesperson for Protein World tweeted to one critic. “Why make your insecurities our problem?’
Protein World has denied accusations of sexism. A spokesperson told The Independent:
“It is a shame that in 2015 there are still a minority who aren’t focusing on celebrating those who aspire to be healthier, fitter and stronger. Renee, our stunning model, falls well within what the British Government deem to be a healthy weight, based on the BMI system.
“We now run Britain’s largest protein facility, selling our products in over 50 countries to more than 300,000 customers. Most of them are women. How could we possibly be sexist?
“Getting ‘beach ready’ is not a new concept. It’s a fashion that is followed by millions (admittedly not everybody as we have seen!) around the world when they look forward to their summer holiday. We absolutely have no intention of removing the adverts because of a minority making a lot of noise.”
News.com.au has contacted Protein World for comment.