We believe in a photography that represents everyone, that celebrates diversity, and reflects real life.
The So White Project was founded to raise awareness of the lack of diverse imagery in marketing and advertising. To be the change we want to see the #SoWhiteProject commissions natural, normal and beautiful diverse imagery that can be used by everyone - to change the face of marketing to reflect the real world.
The #SoWhiteProject was inspired by the founders individual personal stories - each demonstrating how damaging to both business and society a lack of diverse imagery can be.
Nadya was inspired by a six-year- old girl, Sara (left), looking for her favourite activities at Christmas online. Nadya was only able to find images that did not look like her online - an unnecessary everyday experience for many.
Working in Advertising, Nathalie and Wren repeatedly struggle to find BAME imagery for campaigns making it almost impossible to accurately represent the majority of society without shooting images themselves.
After Selma's daughter came home one day and asked if she could have different colour skin like all the girls in the magazines, she set up modelling agency Looks Like Me to cater directly to sectors in desperate need for more diverse child models.
The four came together and founded #SoWhiteProject in an attempt to end visual bias on the internet and normalise diverse imagery through real photography; real life people in real life situations. Obtainable. Diverse. Colourful. Real.
Normal for one is not normal for all.
Both Christmas and Easter collections are available rights free on Getty. Many of the Easter shots will also be used on billboards up and down the country, most excitedly, at both London Westfield sites.
*name changed for privacy reasons