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.