An Australian surf and streetwear brand, Ghanda, is facing criticism for its Summer 2026 catalogue, which some believe sexualizes young women and girls and contributes to poor body image. The brand, founded in Torquay, Victoria, has been accused of objectifying women by Collective Shout, a group that campaigns against the sexualization of women and girls.
Caitlin Roper, campaigns manager for Collective Shout, stated that the catalogue features images of "sexually suggestive poses" and that the group wrote to Ghanda on June 30 to express concerns. Roper noted that nearly 200 supporters had also contacted the company. Jen Gyles, a Gold Coast mother whose teenage daughter shops at Ghanda, shared her concerns, saying the campaign sends mixed messages about the standard of attractiveness for young girls and ultimately markets women as sexual objects.
Roper further elaborated that the over-sexualization of women and girls can negatively impact their physical and psychological well-being, leading to increased self-objectification, body dissatisfaction, and a diminished view of women's competence and humanity. The catalogue was distributed to customers who purchased clothes in-store and online, and was also featured on the brand's Instagram page, which has over 400,000 followers.
In response, Ghanda stated that the images align with its "surf-and-swim lifestyle" and were produced by a female-led photography team. The company asserted that the poses were not directed by the brand but reflected the models' individual professional styles, and clarified that the swimwear featured is from the adult range, with all models in their mid-20s.
Ghanda also reported that an internal review conducted by a female-led team found the campaign material not to be offensive. The company has sought advice from Ad Standards Australia, which confirmed the campaign meets relevant advertising and professional standards. However, Ghanda acknowledged that feedback from customers and the community would be considered for future shoots.
