With every new collection Swedish retailer & Other Stories makes a statement, one louder than the other. After all-trans Autumn 2015 campaign, next season’s “For Women, by Women” campaign portrays natural beauty of the models with armpit hair, scars and tattoos, as well as ditches photoshop retouching for good.
Shot by female photographer Hedvig Jenning, the images showcase pastel pinks, bright reds and deep blacks worn by non-professional models, cellist Kelsey Lu McJunkins, blogger and yoga enthusiast Helin Honung and copywriter Ida Jagerfelt. In the industry dominated by unrealistic beauty standards, imposed by Victoria’s Secret lingerie giant, the campaign is a breath of fresh air.
Click through the images below to see famous women who were not afraid to show off their natural looks in public:
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