The problem with Sweaty Betty’s new ‘Teenage Range’

sweaty betty

Earlier today I noticed a post and series of tweets by fitness blogger Hels Bels about a recent ad campaign from Sweaty Betty for their new line of teenage fitness outfits.

The clothing, although not overly different from the adult range, was being modelled by teens and ‘tweens’ in a very suggestive way. Hels Bels and a few other alarmed twitter users were outraged by the way the young girls were being represented in the ads and how all the items were designed to show off their bodies in an overly sexualised way.

Sweaty Betty is a brand I adore, I love their prints and although the range is quite expensive, it’s all well-made and fun to exercise in. As someone who was a very active teen and tween, I fully appreciate Sweaty Betty making clothes for young girls (if only my mother had bought me some when I was 13!).  But, as a teenager, although relatively fit and healthy, I was still not overly comfortable with ‘flashing the flesh’ – as this image suggests the young girls do. It’s a bit ridiculous that a brand that encourages woman of all shapes and sizes to wear their clothing to get fit – is not including a few girls with different body shapes and with more modest outfit options.

Hels Bels and the other Twitter users have another point though – and one I agree with – check out the poses the young girls are in here:

sweaty betty teenage range

Hels Bels wrote a letter to Sweaty Betty to highlight exactly what was wrong with this photo:

“Please correct me if I’m wrong but sexualising teenage girls to sell leggings is not empowering women through fitness. It is bad enough that grown women think they have to be seen as “sexy” to take part in sport and fitness. It’s incredibly irresponsible for any brand, let alone one that claims to empower women, to present clothing to impressionable young girls in this way.”

I have to say I agree. It’s not fair on Sweaty Betty to represent these young girls in such a sexual manner. The overall image tone of the picture is not ‘fierce’ – I’m sure this was the vibe they were going for – but instead very provocative.

Working out is a form of self-love and women of all shapes, sizes and ages should wear what they feel comfortable and confident in. I love Sweaty Betty and feel great in their outfits – but seeing these pictures takes me back to my teenage years and immediately I start to feel my pre-pubescent self, anxious about whether I should look like the girls in this picture if I want to work out with their outfits. It’s unnecessary and unnerving.

After all, the best way to sell fitness gear – is to photograph people (even young teenagers) doing exercise in their gear. Take a leaf out of your adult range’s books Sweaty Betty and try giving these young girls some hill sprints to do on the next photoshoot!

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