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.


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.


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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