‘Harmful to women’: Australian surf brand Ghanda accused of ‘sexualising’ teens in its ads, company defiant

A top Aussie brand beloved by teens has come under heavy fire for its marketing material, after critics slammed the company’s advertisements for “sexualising” children.

Victorian surf and streetwear brand Ghanda recently sparked concern from parents over its Summer 2026 catalogue, with parents and advocacy group Collective Shout claiming it featured young women in “sexually suggestive poses” and called on the company to reconsider how it markets itself to young people.

The catalogue was sent to customers who purchased products from Ghanda online, including teenagers, and featured on its Instagram page with over 400,000 followers.

The retailer boasts more than 50 stores nationwide, with a dozen stores across Western Australia, including locations in Broome, Dunsborough, Margaret River and several in Perth.

As reported by The Advertiser, Collective Shout wrote to the company on June 30 to raise their concerns about the catalogue, but had not yet to receieve a response.

The Ghanda website also continues to use the controversial front cover picture for its ‘Boyfriend Tee’ product in its teen clothes section as of August 27.

Collective Shout campaigns manager Caitlin Roper described the material as “harmful to women and girls in several ways”, claiming it objectified the young woman by depicting them “in sexualised poses, including with their legs spread”.

“We know that sexualising and objectifying depictions of women and girls negatively impact women and girls’ physical and psychological wellbeing, that they lead to greater self-objectification and body dissatisfaction, and poorer body image,” Ms Roper told the publisher.

“Sexualising and objectifying representations of women and girls also contribute to the dehumanisation of women, reducing them to sexual objects existing for men’s use, and leading to a diminished view of women’s competence, morality and humanity.”

The campaign manager also revealed that nearly 200 supporters had also sent emails to Ghanda voicing their concern over the catalogue.

Ghanda says an internal review of the material by its female team found it “was not offensive”, with a spokesperson for Ghanda’s creative team telling PerthNow the catalogue and marketing reflected the “surf-and-swim lifestyle that’s central to the brand”.

The spokesperson said: “We have conducted a review of the campaign, undertaken by our team, 100% female, which concluded the image was not offensive.

“The posing referenced in the complaint was not directed by the brand but reflected the model’s individual and professional modelling style.

“Advice was also sought from Ad Standards Australia, that confirmed the campaign met relevant advertising and professional standards.

“This campaign has now come to a close. As with all our campaigns, feedback from our customers and community will be taken on board for our future shoots.”