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Kelsey Lu McJunkis in & Other Stories A/W campaign
Kelsey Lu McJunkis in & Other Stories A/W campaignPhotography by Hedvig Jenning

This new lingerie campaign features hairy women

This new & Other Stories lingerie campaign rejects idealised beauty standards and embraces models' natural beauty

After their all-trans AW15 campaign featuring Hari Nef and Valentiin de Hingh, and their same-sex couple V-day 2015 ad campaign, & Other Stories are once again representing real-world diversity.

The Swedish retailer has just launched "For Women, By Women", portraying natural beauty and models' one-of-a-kind features. Which means the models aren’t all hairless and scar-free.

Shot by female photographer Hedvig Jenning in the brand’s historic Stockholm Atelier, the images showcase the new seasonal lingerie collection worn by three "real" women. The brand has abandoned any retouching, focusing on the unique beauty of the ordinary body’s individual features such as birthmarks, scars, tattoos and body hair, aiming to "portray a more diverse view on the traditional notion of beauty."

But there’s nothing ordinary about these models. & Other Stories chose to cast cellist and model Kelsey Lu McJunkins, blogger and yoga enthusiast Helin Honung and copywriter Ida Jagerfelt for the new campaign, and all three radiate confidence in the beautifully empowering images.

Eschewing the homogenous photoshopped beauty ideal imposed on women by the industry by exposing their natural form, progressive lingerie brands are changing the game when it comes to their campaigns. The result? All the more beautiful showcasing of designs that empowers rather than objectifies, and veers the women's lingerie market towards its actual customer: FYI not the male gaze.

The new lingerie collection is available on