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            Modern Beauty: Celebrating Women, Exactly As They Are

            In Project #ShowUs, Dove teamed up with the creative collective Girlgaze and Getty Images to widen the media’s lens.

            Woman putting on lipstick
            Photo by Girlgaze for Getty Images

            To represent—and celebrate—women, exactly as they are. It shouldn’t sound revolutionary, but unfortunately it often still is: Research from Dove indicates that 70 percent of U.S. women don’t feel represented by everyday media images. The project resulted in a collection of more than 5,000 images shot by female identifying creatives from all around the world—all photos are authentic, unretouched, and taken on the subject’s own terms. The bank is available through Getty Images for licensing to media and advertisers in an effort to break down stereotypes and redefine what it means to look and feel beautiful. Here, women involved with the project spotlight some of their favorites from the portfolio. Plus, see Part 2 of Project #ShowUs.

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            Happy and laughing woman
            Photo by Girlgaze for Getty Images

            “The photographer obviously got her subject to relax and feel comfortable in front of the camera. It looks like they’re in the middle of a spontaneous conversation, and yet the shot is so brilliantly composed.”

            —Dr. Rebecca Swift, Senior director of creative insights at Getty Images

            Photographer: Esther Sweeney

            Subject: Ngina

            Location: Kenya

            image
            Photo by Girlgaze for Getty Images

            “Xemiyulu is trans and Native American—important voices that are often silent when we talk about women and beauty. I took this photo of her lying on her bed, very natural, with a transgender pride flag behind her.”

            —Nolwen Cifuentes, Photographer

            Photographer: Nolwen Cifuentes

            Subject: Xemiyulu

            Location: Washington, D.C., area, USA

            Black woman in fitness
            Photo by Girlgaze for Getty Images

            “I love the energy and happiness in this photo. Her smile, her confidence, and her closely shaved head. It’s so cool to see and celebrate different beauty norms from around the world.”

            —Nolwen Cifuentes, Photographer

            Photographer: Masego Morulane

            Subject: Boitumelo

            Location: South Africa

            image
            Photo by Girlgaze for Getty Images

            “I really connect with women who don’t care about looking stereotypically feminine but who emanate self-love and pride. Like many of the images I’ve chosen, this subject is front and center, and we’re completely drawn to her.”

            —Nolwen Cifuentes, Photographer

            Photographer: Peyton Fulford

            Subject: Anna Sophia

            Location: Georgia, USA

            Breakdancer
            Photo by Girlgaze for Getty Images

            “I’ve looked through thousands of photographs, and this joyous image really sticks out for me. The key is that I’ve never seen a woman of her age street dancing. We’ve seen this body language in ads with young, cool men, so this is the exact opposite of what you expect.”

            —Dr. Rebecca Swift, Senior director of creative insights at Getty Images

            Photographer: Shiho Fukada

            Subject: Tori

            Location: Japan

            Woman getting a haircut
            Photo by Girlgaze for Getty Images

            “This photo depicts the very male activity of having your head shaved, but the way she’s leaning into the razor with her eyes closed—she looks fantastic. It’s not a glamorous location, but you don’t even notice that because you’re so focused on her.”

            —Dr. Rebecca Swift, Senior director of creative insights at Getty Images

            Photographer: Masego Morulane

            Subject: Boitumelo

            Location: South Africa

            image
            Photo by Girlgaze for Getty Images

            “I mean, how often do you see a young Indian female rugby player?”

            —Dr. Rebecca Swift, Senior director of creative insights at Getty Images

            Photographer: Ashima Narain

            Subject: Payal

            Location: India

            image
            Photo by Girlgaze for Getty Images

            “I love the subject’s tough, butch essence. She’s not some idealized, fantasy idea of a woman. Womanhood can break these cultural norms. What does ‘feminine’ even mean?”

            —Nolwen Cifuentes, Photographer

            Photographer: Jasmine Lin

            Subject: Rainy

            Location: Taiwan

            image
            Photo by Girlgaze for Getty Images

            “This is a person and a body that we don’t see in advertising at all. In this pose, she looks empowered and gorgeous—wearing a bathing suit on the beach, looking happy in her own skin.”

            —Nolwen Cifuentes, Photographer

            Photographer: Angela Ponce

            Subject: Karol

            Location: Peru

            bald mother basketball coach
            Photo by Girlgaze for Getty Images

            “In all my years in this business, I’ve never seen this image before: a mother teaching her daughters how to play basketball. I love that she’s so focused on helping them get better at playing a sport—and the fact that she’s bald doesn’t really matter.”

            —Dr. Rebecca Swift, Senior director of creative insights at Getty Images

            Photographer: Talia Herman

            Subject: Luciana, with daughters Ella and Milana

            Location: California, USA

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