A reality TV production filming at Bondi Beach has sparked outrage after placing a sign asking “non-attractive” people to stay out of camera range.
The sign, displayed near the Bondi Pavilion, informed the public that filming was underway for FLEX, a “micro-reality” series documenting the lives of eight “good-looking Bondi locals.”
“If you enter this area, you may be captured on film,” the notice read.
“If you think you’re fit and/or attractive enough to get featured in the background, please make yourself known to our production team.
“If you feel this, isn’t you, please stay out of the shot.”
Images of the sign circulated online after being shared to Reddit, where commenters quickly slammed the wording as offensive and elitist.
“This is proper f****ed up,” one person wrote.
“How revolting is that verbiage? Imagine being so vain and self-involved that you would approach the producers and just what? Swish yourself in front of them? So cringe,” another said.
“If this show isn’t a parody I will burst into flames through the cringe. Every ad I see for it gives me so much ick I almost feel ill,” a third commented.
Others took aim at Bondi’s image, with one writing: “This is why I never go to Bondi,” while another added: “Bondi are a vapid bunch, I think everyone will try and get in the back shot to be honest.”
However, the production company behind the show has defended the sign, saying the wording was intended as a sarcastic in-joke.
Ben Davies, founder of production company Ronde – the creators of Bondi Rescue – said the sign was deliberately written to play into the Eastern Suburbs’ reputation for vanity.
“FLEX obviously features fit and attractive people, trying to navigate life, career, love and body image in the Eastern suburbs,” Davies told SkyNews.com.au.
“There is a very strong association of the Eastern Suburbs with vanity and elitism, so it was a running joke for the Ronde team to lean into this perception during filming in a way that can drive a bit of conversation around what it is we’re making.”
“We wanted the public to ask questions, speak to the producers and spread the word.”
Despite the backlash online, Davies said some locals embraced the joke – with several Bondi-run clubs approaching producers and “nominating themselves” to appear in the background.
FLEX is being marketed as Australia’s first “micro-reality” series.
Rather than traditional broadcast-length episodes, the show will feature one to two-minute instalments released directly to social media platforms.
The series, launching on March 15, follows eight young “strivers” navigating fitness culture, entrepreneurship and relationships in Sydney’s Eastern Suburbs.
Davies said the show will also explore more serious themes, including the relationship between food and body image and the “fake it till you make it” pressure faced by young people in affluent areas.