H&M’s sister store & Other Stories has released a fashion campaign promoting ‘real women’, hoping to inspire us to feel comfortable in our own skin. Lensed by photographer Hedvig Jenning, the campaign features a diverse casting of models, from blogger and yoga enthusiast Helin Honung, to cellist Kelsey Lu McJunkis, who showed off her underarm hair.
The Sweish high street chain wants us to celebrate our individuality, by showcasing untouched, unconventionally beautiful fashion images, aimed to make us accept ourselves and our unique individual body images.
The line features a range of bras, bodies, camisoles and briefs, starting at £12. A representative for & Other Stories stated that they “hope to portray a more diverse view on the traditional notion of beauty.”
But do these images offer something fresh and new? Or is it just another marketing trick? Let us know what you think!