New ‘& Other Stories’ Lingerie Campaign Rejects Idealized Beauty Norms

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Hurrah for & Other Stories for once again representing real-world diversity.

Early this year the Swedish retailer gave us their same-sex couple V-day 2015 ad campaign.

They then produced an all-trans AW15 campaign featuring Hari Nef and Valentiin de Hingh.

And now they’ve just launched For Women, By Women, portraying natural beauty and models’ one-of-a-kind features. Which means the models aren’t all hairless and scar-free.

Shot by female photographer Hedvig Jenning in the brand’s historic Stockholm Atelier, the images showcase the new seasonal lingerie collection worn by three “real” women.

The brand has abandoned any retouching, focusing on the unique beauty of the ordinary body’s individual features such as birthmarks, scars, tattoos and body hair, aiming to “portray a more diverse view on the traditional notion of beauty.”

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But there’s nothing ordinary about these models. & Other Stories chose to cast cellist and model Kelsey Lu McJunkins, blogger and yoga enthusiast Helin Honung and copywriter Ida Jagerfelt for the new campaign, and all three radiate confidence in the beautifully empowering images.


The result? All the more beautiful showcasing of designs that empowers rather than objectifies, and veers the women’s lingerie market towards its actual customer: FYI not the male gaze.

The new lingerie collection is available on stories.com

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If only the world was as “open-minded” as us… Alas, matters of sexual identity and equal love, often cause so much friction in the rest of the world. Here, find an open dialogue on the issues facing our LGBT community.

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