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Creative in Focus London

22 February - 18 March 2017

Our latest exhibition, Creative in Focus, maps the evolution of our relationship with contemporary imagery, at a time of significant global developments in politics, society and technology. This thought-provoking exhibition highlights a full range of cultural shifts, with a series of original and challenging images.

The industry-leading Getty Images Creative Research team continues to monitor changes in popular culture, and the selection of images on display is heavily influenced by extensive data on the way people are searching and exploring images online.

Andrew Saunders, Senior Vice President, Creative Content at Getty Images, says: "This is an exciting time as we are at the tipping point in a number of areas; scepticism around virtual reality, for example, has been replaced by excitement for what it allows us to achieve visually. "Brands are also rejecting glossy advertising in favour of adopting a rawer storytelling aesthetic, and the ever-increasing circulation of people, goods and information around the world is enabling us to find our feet in a global neighbourhood. The exhibition celebrates these developments and showcases the innovative ways our photographers have tackled the visualisation of new trends."

The representation of women in popular culture has been rapidly evolving over recent decades. As the debate around gender politics intensifies, this exhibition champions the emergence of the 'gritty woman' in creative imagery, as brands begin to challenge stereotypes and embrace a fiery female mentality. This woman is a fighter and a phenomenon, more concerned with what she can do than how she should look.

The recent demand for a rawer form of storytelling is also evident in the images on display. Influenced by the methods of photojournalists, we are seeing ‘unfiltered’ imagery enter the mainstream. This trend illustrates a move towards a documentary-style aesthetic, reflecting our desire for greater transparency from the media we consume.