Swedish fashion brand & Other Stories, part of the H&M group, clearly had a different brief (sorry, couldn’t resist) for their new line of lingerie. They wanted to “portray a more diverse view on the traditional notion of beauty.” When they got together with photographer Hedvig Jenning, the idea took form in the shape of a campaign featuring unusual models. These women are regular people with day jobs—Helin Honung is a blogger, Kelsey Lu McJunkins is a cellist and Ida Jagerfelt is a copywriter—and the photo shoot has them in striking, but not sexualised poses.
In other words, this campaign sells women’s underwear… to women. That shouldn’t qualify & Other Stories as ambitious, but given the gratuitously titillating landscape of lingerie ads, this straightforward idea is nothing short of clutter-breaking.
Flip through to see more images from & Other Stories’s campaign