Fujifilm under fire for sexist camera demo featuring topless female model
Fujifilm UK is facing criticism for featuring a topless female model in a demonstration of its new camera, the medium format GFX 50s.
Photographer Danny North -- who attended the demo of the £6,000 ($7,445) camera -- took to Twitter to express his anger and disappointment at the brand.
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North suggested the brand's behaviour was like a parody from the movie Anchorman.
He also stated that the "forward-thinking" camera company chose to showcase its camera using "archaic middle aged male bullshit".
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"What if you were the only woman camera nerd in that room, how would that make you feel? Seriously raging," wrote North.
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Fujifilm UK responded to North's tweets, apologising for "any offence caused".
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North branded Fujifilm's actions "unacceptable in 2017."
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The account of the event prompted others to slate the brand.
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Fujifilm UK was unavailable for comment when contacted by Mashable.
UPDATE: Feb. 28, 2017, 10:46 a.m. GMT Fujifilm statement
Fujifilm later issued a statement, stating it were not involved in the selection of "shooting subject".
"The choice of shooting subject made by the photographer was not appropriate and we sincerely apologise for any offence that it might have caused," read the statement. "Had we known in advance that this shooting subject was going to be used, we would have requested an alternative shooting subject for the workshop," the statement continued.
Topics Cameras
Rachel Thompson is the Features Editor at Mashable. Rachel's second non-fiction book The Love Fix: Reclaiming Intimacy in a Disconnected World is out now, published by Penguin Random House in Jan. 2025. The Love Fix explores why dating feels so hard right now, why we experience difficult emotions in the realm of love, and how we can change our dating culture for the better.
A leading sex and dating writer in the UK, Rachel has written for GQ, The Guardian, The Sunday Times Style, The Telegraph, Cosmopolitan, Glamour, Stylist, ELLE, The i Paper, Refinery29, and many more.
Rachel's first book Rough: How Violence Has Found Its Way Into the Bedroom And What We Can Do About It, a non-fiction investigation into sexual violence was published by Penguin Random House in 2021.
