& Other Stories Launches Unretouched Lingerie Campaign with Real Women

Joanna Elizabeth

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Published December 16, 2015

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Updated June 12, 2017

& Other Stories launches unretouched lingerie campaign
& Other Stories launches unretouched lingerie campaign

H&M’s sister brand, & Other Stories, continues with its tradition of unconventional advertisements with a new winter 2015 lingerie campaign featuring unretouched photographs. Captured by Hedvig Jenning, the cast of women (none of which are fashion or lingerie models) includes Helin Honung, Kelsey Lu McJunkins, and Ida Jagerfelt.

They have tattoos, armpit hair and even scars–a rare sight in an underwear campaign. But this is not the first time that & Other Stories has gone in an atypical direction. In the past, the label tapped an octogenarian model and most recently transgender models for campaigns.

The images star models with scars, tattoos and armpit hair
The images star models with scars, tattoos and armpit hair

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