A construction industry awards event has ignited a sexism row after featuring female performers in skin-tight, builder-themed outfits, prompting widespread criticism and calls for change within the sector.
On The Tools, an online community for builders, faced backlash when photos surfaced from its recent awards ceremony showing women dressed in tight-fitting costumes resembling personal protective equipment (PPE) and performing on stilts.
Faye Allen, a diversity campaigner and former director at the construction firm Arcadis, said she was contacted by “horrified” attendees of the event, including one woman who “literally walked into a crotch.” Allen voiced her frustration: “There are already significant issues with PPE. We’ve been fighting hard for equipment that properly fits women and other diverse groups. To see people wearing hi-vis colours in this way is infuriating.”
She added, “I’ve been in the industry for 30 years—I stopped working on-site for contractors because I grew tired of the way I was treated, and women are still being treated like this today. It must change.”
Harriet Waley-Cohen, another diversity advocate, shared her dismay in a LinkedIn post, stating that she was “appalled by the regressive, sexist messaging” of the event. “The decision to use promotional women in this way would have been approved at the highest level. Anyone who questioned it either didn’t feel safe to speak up or was ignored. Everyone involved essentially decided it’s acceptable to sexualise and devalue women in the industry, presenting them as objects of desire rather than recognising their intellect and skills,” she wrote.
Waley-Cohen pointed to the broader challenges faced by women in the sector, noting, “Women’s careers in construction are far shorter than men’s, according to RICS data. It’s not surprising that women leave the industry when they feel unsafe at work and are routinely sexualised. What happened at the awards only reinforces these issues.”
Her post attracted over a thousand reactions and hundreds of comments, reflecting significant concern within the industry.
A sign used at the event for photo opportunities also circulated on social media, depicting a loading bar at 69% progress with the caption: “Getting drunk, please wait…”
Allen remarked, “The industry will never become inclusive if this type of messaging persists. Women don’t want tacky events or people drinking excessively for the sake of it; we just want respect and the ability to do our jobs.”
On The Tools describes itself on its website as “the largest and most engaged online construction community for UK tradespeople.” Sponsors of the awards ceremony included Jewson, CT1, Dulux Trade, Howdens, Renault Trucks, SIG Roofing, Toolstation, and Wienerberger.
Lee Wilcox, the CEO of On The Tools, issued a public apology on LinkedIn, stating that the company had used an events contractor to organise the ceremony and had not reviewed the outfits. “We requested a construction theme but didn’t check the costumes. Regardless of the details, this was a serious misstep, and we’re deeply sorry,” he wrote.
Wilcox added, “We always strive to empower women, which is why I’m personally very, very sorry to anyone we’ve offended. Those who know me understand this isn’t what I stand for, and as the leader of the business, our culture and values are a direct reflection of me. This is my responsibility.”
He confirmed that he had personally reached out to both Allen and Waley-Cohen to apologise.
Reflecting on the incident, Allen said, “I’m trying to see the silver lining—hopefully, this will wake people up to just how dire the situation is for women right now.”
Allen’s research for her forthcoming book, Building Women: How Everyone in Construction Can Win, revealed that one in four women in the industry were sexually assaulted at work in 2023, amounting to approximately 74,000 women in British construction.
