Much of the photography in the final collection was already in Getty’s digital archive and was hand-picked during 2013 by Pamela and Jessica.
If you type ‘real people’ into the collection’s search bar you could see a female surgeon reading an iPad, a mother complete with tattoo sleeve working on her computer with her baby on her lap, a traditional Masai woman carrying a baby on her back, or a young woman with a body piercing in Tokyo.
“The Lean In Collection is not about excluding representations of femininity, but showing a
broad spectrum of choice. It’s about inclusivity rather than condemnation,” says Pamela.
And the approach is clearly working: since its launch, the images have been licensed thousands of times across 52 countries with sales of the original 2500 images up 66 per cent year on year. There’s even been a surprising spike from Russia, Mexico, Singapore and China and further afield, Romania, Slovenia and Qatar have licensed images from the collection for the first time.
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