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H&M’s sister brand, & Other Stories, continues with its tradition of unconventional advertisements with a new winter 2015 lingerie campaign featuring unretouched photographs.

We want to see more of this please, which sees model with tattoos, armpit hair and even scars, which is such a rare sight in an underwear campaign and today’s media.

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But this is not the first time that & Other Stories has gone in an atypical direction. In the past, the label tapped an octogenarian model and most recently transgender models for campaigns.

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Captured by Hedvig Jenning, the cast of women (none of which are fashion or lingerie models) includes Helin Honung, Kelsey Lu McJunkins, and Ida Jagerfelt.

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