It’s the trend that keeps on giving, and despite a recent study suggesting images of plus-sized women in campaigns causes unhealthy behaviour, & Other Stories is all aboard the bandwagon to support and promote real women everywhere.
Swedish retailer, & Other Stories, sister brand to H&M, has launched a new lingerie campaign which challenges traditional notions of beauty in ad campaigns, and features women with tattoos, scars and body hair.
The campaign, entitled ‘For Women, By Women’ was shot by female photographer Hedvig Jenning in the brand’s Swedish studio, and shows the three models kicking back in relaxed poses, out and proud with their so-called ‘flaws’.
The campaign stars blogger and yoga enthusiast Helin Honung, cellist Kelsey Lu McJunkis, and copywriter Ida Jagerfelt.
You can peruse these images here: