Lingerie company Bluebella has attracted criticism over a new ad campaign featuring British female rugby players on the field in lingerie.

The company claims the #StrongIsBeautiful ad campaign challenges stereotypes that “strong female form is not ‘feminine’”. 

Talitha Stone's change.org petition

Sign and share the petition here!

As an Aussie sports-loving woman living in Norway, I am really disturbed to see the Norwegian women’s beach handball team fined for not playing in bikinis at the Euro 21 match with Spain.

Aussie woman living in Norway launches petition calling on handball heads to replace bikinis with shorts

Sexploitation 

As published by www.ausport.gov.au Reprinted with permission

British lingerie brand Agent Provocateur, known for its sexualising ad campaigns, has released a commercial featuring elite female athletes in lingerie. The ad includes gymnast Georgia-Mae Fenton, climber Sasha Digiulian, pole vaulter Alysha Newman and hurdler and sprinter Queen Harrison Claye.

The ad shows slow panning shots of the women’s g-string clad backsides, close ups of women’s bouncing breasts and bodies, as well as footage of the women competing, still wearing lingerie. 

According to the New York Times, NFL cheerleaders were required to pose nude and act as escorts for male sponsors.

Formula One has announced plans to end the long-standing tradition of using so-called ‘grid girls’.

F1’s managing director of commercial operations, Sean Bratches, said in a statement,

“While the practice of employing grid girls has been a staple of Formula 1 grand prix for decades, we feel this custom does not resonate with our brand values and clearly is at odds with modern day societal norms.”

Essentially, Formula One has recognised that the use of women as props or accessories for men is sexist and outdated, and incompatible with gender equality.

Photo credit: Reuters, Ralph Orlowski

The move to discontinue the use of ‘grid girls’ has attracted praise from Women’s Sport Trust, which aims to raise the visibility and increase the impact of women’s sports. In a response on their website, the organisation supported the decision and encouraged cycling, boxing and UFC to follow suit. “These changes are taking place because global businesses are making a considered choice about how women should be valued and portrayed in their sports in 2018,” they concluded.

The practice of using ‘grid girls’ (who are not girls, but adult women) sends a message that women’s most valuable contribution to the sporting arena is their sexual appeal. Women remain on the side lines in a supportive role for the real athletes and drivers, who are men, while playing the part of eye candy. Formula One’s decision to end the sexist practice is a welcome step forward in challenging sexism and in encouraging female participation in sport.

In the wake of the #MeToo movement, exposing the epidemic of men’s sexual exploitation of women, the casual sexism and objectification of women must be recognised as a significant contributing factor. We applaud Formula One’s leadership and hope these changes lead to a cultural shift.

Will the NRL take a stand against sexploitation events hijacking its brand?

Adelaide soccer club, Para Hills West, have attracted negative attention after organising a fundraiser with female strippers. The club then promoted this event with a poster featuring a highly sexualised image of a g-string clad woman, in their venue frequented by families and children.

Our Director of Operations, Coralie Alison, was invited to respond to this development in an opinion piece on SBS which we shared on our Facebook page alongside an image of the poster. Supporters of the club were quick to respond with the same old predictable arguments. We’ve addressed these common claims below: