As a photographer working in the fitness and fashion industries, I’ve seen firsthand the need for a shift toward more authentic, relatable visual storytelling in activewear campaigns. When brands move beyond the typical staged imagery and embrace genuine, real-life moments, they not only stand out but also build a deeper connection with their audience.

Here’s why authentic photography can—and should—transform the future of activewear campaigns.

In sustainable fashion photography, one of the most powerful tools we have is the ability to shape how people see themselves and others. For me, as a sustainable fashion photographer and body inclusivity advocate, this means capturing images that not only showcase beautiful, eco-friendly clothing but also empower every individual to feel seen, valued, and confident in their own skin.

In recent years, there has been a notable shift in the conversation around diversity and inclusion within the fashion industry. While mainstream brands have begun to feature more diverse models in their campaigns, an unsettling pattern persists: the overwhelming representation of “straight-presenting” individuals, particularly in LGBTQ+ contexts. This raises critical questions about the authenticity of brand messaging and the true inclusivity of the fashion world.

While sustainability is about preserving the planet, it’s also about people—all people. So, why do so many sustainable fashion campaigns still cater to a narrow view of what’s "marketable" or "beautiful"? It's time we rethink this approach, as representation and diversity should be fundamental to the brand’s mission, just like environmentally friendly materials and ethical labor practices. The images we create as photographers have the power to shift perceptions, and it’s crucial we make them as inclusive as the brand values themselves.

If you feel called out by the title keep reading…