On display

Sweden – Retailer & Other Stories forgoes the digital retouching of models in a campaign marking the launch of its latest lingerie collection.

• Models include Swedish blogger and yoga enthusiast Helin Honung and American cellist Kelsey Lu McJunkis
• The campaign was shot by an all-female team led by celebrated Swedish photographer Hedvig Jenning

Since 2014, brands such as Aerie and Darling magazine have responded to the public backlash against highly sexualised and edited images by celebrating natural imperfections in their campaigns.

H&M’s sister brand & Other Stories is the latest big name to join the movement. The For Women, By Women campaign employed an all natural aesthetic, ensuring nothing was retouched except the colour of the garments.

Posing in natural positions, the models openly display scars, tattoos and body hair. ‘We hope to portray a more diverse view of the traditional notion of beauty,’ the brand said in a statement.