Getty Images’ new collaboration promotes diversity in stock imagery

20.06.2017 Culture : Digital : Media
Getty Images and Campbell Addy, London Getty Images and Campbell Addy, London
Getty Images and Campbell Addy, London Getty Images and Campbell Addy, London
Getty Images and Campbell Addy, London Getty Images and Campbell Addy, London

London ­– The partnership with Campbell Addy is part of the stock photo agency’s initiative to develop a more inclusive visual language.

A graduate of Central Saint Martins, professional photographer Addy’s work focuses on empowerment and representation within race. He is also the founder of Nii, a modelling agency that represents a diverse range of people.

‘At a time when imagery is the most widely spoken global language it has never been more important to produce or promote a visual language that is progressive and inclusive, and to support diverse voices in doing so,’ says Andrew Saunders, senior vice-president of creative content at Getty Images.

The collaboration, which comprises 42 portraits, follows a series of partnerships from Getty Images that aim to promote diversity and break down stereotypes, including the Lean In Project, which comprises a stock photo library of images that do not feature gender clichés.

The Big Picture

  • Digital media company Refinery29 collaborated with Getty Images to create a bank of editorial-use images focused on body diversity
  • Consumers are redefining traditional definitions of identity and brands are moving away from tired stereotypes in their marketing campaigns. Read our Neutral Culture macrotrend to find out more