& Transgender stories
& Other Stories Transgender Campaign

& Transgender stories

Stockholm – H&M’s premium brand & Other Stories has launched a new campaign created, shot by and starring transgender people.

The Gaze from & Other Stories, Stockholm. Five creatives, all transgender, tell a story that broadens the view on gender in fashion

Stockholm – H&M’s premium label & Other Stories has launched a new campaign created, shot by and starring transgender people.

  • Label is the latest fashion brand to cast transgender individuals in a campaign
  • Campaign promotes the brand’s Athleisure capsule collection

The entire creative team working on the campaign are transgender, including models Hari Nef and Valentijn de Hingh, the campaign imagery by Amos Mac, styling by Love Bailey and make-up by Nina Poon.

Alongside the photographs of Nef and De Hingh are a series quotes from the cast and crew discussing gender and the role of fashion in constructing one’s identity.

‘The fashion world is embracing transgender models and we think that’s great,’ says Sara Hildén Bengtsson, creative director at & Other Stories. ‘But we couldn’t help but ask ourselves how the traditional fashion gaze can change if we keep the same normative crew behind the camera. So we invited five amazing creatives, all transgender, to make our latest story.’

The Big Picture: In our 2013 The Athena Woman macrotrend, we predicted that in the future, gender will be approached on an individual basis, something we will explore in our forthcoming macrotrend, Neutral Culture.

Discover More Daily Signals
Dutch Design Week 2025: Slowing AI and fostering empathy

Daily Signals

Dutch Design Week 2025: Slowing AI and fostering empathy

The 25th edition of Dutch Design Week has kicked off in Eindhoven with this year’s anniversary theme being Past, Present, Possible. The purpose of ...
Dutch Design Week : DDW : Global Events
Oatly’s Future of Taste report spotlights flavours shaping global beverage culture

Daily Signals

Oatly’s Future of Taste report spotlights flavours shaping global beverage culture

Oatly has unveiled its first Future of Taste report, charting the flavours and formats set to influence global beverage culture.
Food : Drink : Flavour
Stat: Size inclusivity stalls on spring/summer 2026 catwalks

Daily Signals

Stat: Size inclusivity stalls on spring/summer 2026 catwalks

The Vogue Business Spring/Summer 2026 Size Inclusivity Report reveals disappointing progress on fashion’s size representation. Of 9,038 runway look...
Fashion : Identity : Stat
The Ordinary exposes beauty industry buzzwords in dystopian new video

Daily Signals

The Ordinary exposes beauty industry buzzwords in dystopian new video

In a provocative new campaign, skincare brand The Ordinary is calling out the beauty industry’s reliance on pseudo-scientific language.
Beauty : Skincare : Misinformation
Luxury travellers prioritise value, experience and climate-conscious choices for 2026

Daily Signals

Luxury travellers prioritise value, experience and climate-conscious choices for 2026

Luxury travel is set to evolve in 2026, with affluent travellers seeking deeper meaning, personalisation and sustainable choices, according to Virt...
Luxury : Gen Alpha : Luxury Travel
Stat: Public confidence in UK food safety reaches record high

Daily Signals

Stat: Public confidence in UK food safety reaches record high

Public trust in the UK’s food system has hit its highest level since 2020, according to the Food Standards Agency’s Food and You 2 survey.
Food : Health : Stat
Swedish campaign encourages doctors to prescribe visits

Daily Signals

Swedish campaign encourages doctors to prescribe visits

Visit Sweden has launched The Swedish Prescription, making it ‘the first country in the world prescribed by doctors’.
Health : Travel : Tourism
Airbnb and Strava champion countryside run-cations

Daily Signals

Airbnb and Strava champion countryside run-cations

Airbnb and Strava are tapping into ‘the rural run-cation’, staycations built around scenic runs, fresh air and connection with friends. As explored...
Sports : Travel And Hospitality : Health And Wellness
Stat: Gen Z lead European travel boom with highest spending and trip frequency

Daily Signals

Stat: Gen Z lead European travel boom with highest spending and trip frequency

Gen Z are driving a significant surge in European travel, outspending and out-travelling all other generations, according to MMGY’s 2025 Portrait o...
Travel
Rosewood leans into modern luxury with refreshed brand identity

Daily Signals

Rosewood leans into modern luxury with refreshed brand identity

Luxury hotel group Rosewood is repositioning itself as a lifestyle and cultural leader, with a focus on storytelling and experiential travel.
Luxury : Hospitality : Rosewood
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN