The girl in the Elsa dress
As a father, and as an agency owner, Aidan Gibbons, Executive Creative Director & Co-Founder of Not Just Any, is dismayed by the recent changes to the UK's Equality & Human Rights Commission's code of practice. In an industry - and a world - where there is no such thing as 'normal', will the new rules change that?
)
I spend my life watching people. It's literally my job. As a director, you notice the glance that's held a fraction too long, the awkward smile, the conversation that suddenly stops. And as a dad, I think you notice even more.
One of my favourite memories is my daughter's fourth birthday. We were camping on a windy hill on the Isle of Wight and we got her an Elsa dress as a gift. She insisted on wearing it at Blackgang Chine (a charming theme park, thoroughly recommended).
There were double takes, quiet conversations and expressions that ranged from admiration to obvious disapproval. You don't forget moments like that.
To her, it was simply the dress she wanted to wear on her birthday. I remember the excitement, the laughter, her zooming off ahead of us to the next ride. One of my strongest ‘proud dad’ moments. And then I remember the looks. Some parents smiled. Others stared just a little too long. There were double takes, quiet conversations and expressions that ranged from admiration to obvious disapproval. You don't forget moments like that.
Above: Gibbons' daughter in her Elsa dress.
That little girl is now eleven. She's transgender. Like any parent, all I want is for my daughter to grow up in a world where she can simply be herself, and it's difficult not to notice the direction of travel.
I want to get the political stuff out of the way: A decade ago, the UK was ranked first in Europe for LGBTQ+ legal protections. Today, it's 22nd. We're talking about a minority of people (around 0.5 - 0.8% of the population), yet one US study found that 81% of transgender adults have contemplated suicide during their lifetime. That's the lens through which I read this guidance, and why I think it's so important we get this right.
We're talking about a minority of people, yet one US study found that 81% of transgender adults have contemplated suicide during their lifetime.
On August 5th 2026, the EHRC's new Code of Practice came into effect. Most of the headlines have focused on toilets, but this also affects changing rooms and single sex spaces. But, buried in the guidance, was one sentence I couldn't get out of my head. It says that, in some circumstances, enquiries about a person's sex may arise because of "the individual's physique or physical appearance, behaviour or concerns raised by other service users."
In other words, if someone believes you don't look like you belong in a particular toilet or changing room, the guidance contemplates circumstances where you could be questioned about your sex. I had to re-read that a few times. This is 2026. Maybe it's because I'm a dad. But I immediately thought back to Blackgang Chine. Those looks suddenly made a lot more sense.
Above: "I don't want anybody wondering whether they're going to be judged, at all, ever."
I know the guidance is trying to help organisations navigate difficult situations, and I understand these aren't easy questions. But I struggle with the idea that somebody's appearance is now part of the conversation at all.
Some of the most talented people I've ever worked with simply wouldn't fit somebody else's idea of what 'normal' looks like. That's one of the reasons this industry is brilliant. The thought of production companies, studios or location staff feeling they may need to make decisions based on how somebody looks just doesn't feel like the industry I've spent the last 20+ years working in.
I still smile when I think about the Elsa dress. I just wish I didn't remember the looks that came with it.
I don't pretend to have all the answers here, but I do know what kind of sets I want to run. I don't want anybody wondering whether they're going to be judged, at all, ever. Now, production companies all over the country will decide how they respond to this guidance. Our response is simple; at Not Just Any we'll continue treating people with dignity, respect and kindness. I hope others do the same.
I still smile when I think about the Elsa dress. I just wish I didn't remember the looks that came with it.
If any of this resonates with you — or even if you disagree — I'd genuinely love to chat. Whether you're a father, mother, sister, brother, production company owner, agency runner, studio, client, or just someone trying to make sense of all this, the kettle's always on. I don't have all the answers, but I think these conversations are worth having.
aidan@notjustany.com
