Hanging Lake

Provided

Liquido Active, an activewear brand based in Brazil, is under social media fire for commercial filming at Hanging Lake.

An Instagram post by the company on Wednesday that has since been deleted, shows a photographer wading in the lake, shooting models sitting on the iconic fallen log that stretches across the water. Hanging Lake prohibits swimming and walking on the log, as noted by signs around the area and on the Glenwood Springs website.

The company issued an apology early Thursday afternoon via social media.

“To our beloved community, our hearts could not be more heavy,” the post reads. “We have learned a hard, painful lesson to research our photo shoot destination spots.”

Within an hour, the company’s post had more than 150 comments on Facebook of people noting that the trail and lake is lined with signs making clear restrictions for the preservation of the lake. Getting in the water threatens the delicate travertine formations that give the lake its turquoise color. Body oils, lotions, sunscreen and stepping on the travertine all create damage.

Forest Service District Ranger Aaron Mayville said that Liquido Active did not request approval for commercial filming, and even if it did, such permits are not given for Hanging Lake.

Mayville said he appreciated the company’s prompt apology.

“But I do want to let everyone know that they’re going to be under investigation,” Mayville said.

In the apology, Liquido Active said it made donations to Colorado Parks and Wildlife and Volunteers for Outdoor Colorado, both organizations with which Mayville said the Forest Service works closely. Owner Renata Facchini told the Post Independent that the donations were $1,000 each.

But Hanging Lake is under White River National Forest jurisdiction, not Colorado Parks.

“Had a permit been obtained, they would have known that,” Mayville said.

Facchini was present at the shoot and said that they did not have a permit because they never planned to take photographs at Hanging Lake.

“Hanging Lake was an impromptu stop during a day of exploring with the team,” she said. “The photographer that was with us is a friend and no money was exchanged for his time or photos.”

Facchini echoed the social media apology in saying that the team did not see signs posted. The photos taken will not be used.

The Post Independent chose not to publish an image of the company’s photo that was captured by trailtrashco, an Instagram site that shames bad conduct on Colorado trails.

Facchini said the company will learn from their mistakes.

“We also hope to turn this negative into a positive by bringing more awareness and education on protecting and preserving our environment,” she said.