& 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.

Article/18128 #1
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 News
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

News

Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new...
Movies : Entertainment : Stat
 New clubhouse for women’s sports retail opens in London

News

New clubhouse for women’s sports retail opens in London

A new retail concept is putting women’s sport centre stage this summer.
Sports : Retail : Fashion
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Fashion : Sustainability
Stat: Nearly half of women feel misunderstood by brands

News

Stat: Nearly half of women feel misunderstood by brands

Despite driving an estimated £25 trillion ($31.8 trillion, €29.4 trillion) in global discretionary spending, nearly half of women worldwide say bra...
Branding & Advertising : Brands : Retail
Modem’s Dream Recorder turns sleep into spatial storytelling

News

Modem’s Dream Recorder turns sleep into spatial storytelling

Dutch design studio Modem has unveiled Dream Recorder, an AI-powered device that transforms spoken memories of dreams into cinematic video se...
Technology : Modem : Dreams
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN