Recently, the fashion industry has made notable strides in reflecting what the real world looks like, both on the runway and in ad campaigns. At New York Fashion Week, model Ashley Graham debuted her lingerie line using all plus-size models, while "American Horror Story" actress Jamie Brewer made history as the first model with Down Syndrome to walk. Meanwhile, Lane Bryant released its #ImNoAngel campaign, featuring models of all shapes and sizes, while Emma Roberts starred in a totally unretouched Aerie campaign.
The latest campaign to star, y'know, the types of people you actually see on the regular—whether you're hanging out with friends, at work, or looking in a mirror—comes from & Other Stories.
In a press release, the brand explains that its new For Women, By Women campaign seeks to "portray a more diverse view on the traditional notion of beauty."
The campaign stars three women—Helin Honung, a blogger and yoga enthusiast, Kelsey Lu McJunkis, a cellist and model, and Ida Jagerfelt, a copywriter—all modeling the lingerie in poses you can picture yourself doing IRL. That was a deliberate decision by photographer Hedvig Jenning, who aimed "to make a difference on how we view women’s bodies."
The images also feature the women's body hair, tattoos, scars, and more, instead of retouching them, as is often the case.
Adding to the appeal of this campaign is the fact that, uh, the products are really cute.
If you're in the market to support the forward-thinking work & Other Stories is doing, you can pick up pieces from the collection on their website, or in store.