So long hair curlers and lonely salads, the new Getty woman has chutzpah
A business woman standing in her cluttered office, an infant child chewing on her phone cord. The working mom juggling an iron, a baby and a cell phone in the air. The frazzled pregnant mother, on the phone while children scurry at her feet.
These are the cliché stock images of women you’d recognize from browsing through brochures, advertisements and periodicals. Though they have inspired a few internet memes like “Woman Laughing Alone With Salad,”, these cringe-worthy photos are getting a makeover thanks to a new initiative between Getty Images and Sheryl Sandberg’s Lean In Foundation.
Getty’s new Lean In collection features more than 2,500 fresh stock images, devoted to depicting women and their families in a more positive way. The harried multi-tasker no more — Lean In’s women are active and hardworking, but relaxed and casual.
Gone are the hair curlers at the office.
And the frenzied juggling acts (not the mention the pantsuits).
The new photos showcase a legion of women, from a self-assured chef and her team to a young woman donning a hard hat.
Older women are shown doing vibrant activities in a non-ironic way.
And young girls are active and engaged.
Dads get some time to shine in the collection as well, with fathers taking on the kids for a day or changing diapers.
Director of visual trends Pam Grossman, who launched the collection following a study tracking the representation of women in media, told Buzzfeed that she hopes the images make a difference.
“This is such a big passion project for all of us, and cheesy as it sounds, by showing people powerful images of women, we thought maybe we could actually change the world,” Grossman said.
The collaborators plan to add new photos to the collection monthly.