H&M Sister Brand Launches An Unretrouched Lingerie Campaign

Earlier this year, HM’s sister brand
Other Stories made headlines with their all-trans AW15 campaign — and now they’re doing it again with a new lingerie campaign that does away with retouching in order to represent something closer to what real women’s bodies look like.

Dubbed “For Women, By Women,” the campaign images contain everything from scars to hair to tattoos to stomach rolls and is dedicated to portraying “a more diverse view on the traditional notion of beauty.” Even better, the women selected to model said line include yoga blogger Helin Honung, copywriter Ida Jagerfelt and cellist/model Kelsey Lu McJunkis, which sends a message that there’s more to that makes these women beautiful than how they look in their underthings. Peep a few of the looks below.

[h/t
Dazed]

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