For Women, By Women

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H&M’s sister brand & Other Stories recently released a new campaign for its lingerie line, shot by female photographer Hedvig Jenning.  And the Swedish label has taken a refreshing approach to a more than tired formula.

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The campaign’s goal, according to’s Alyssa Vingan Klein, is “…affirming that everyone’s shape is unique and beautiful…”, and the models’ scars, tattoos, birth marks and even body hair have also been left clearly visible. However, this ‘real women’ approach (aren’t all women real whatever their shape, size etc?) is not what caught my eye.

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I’m always puzzled by the way lingerie is marketed.  ‘Knowing’ smiles and contrived poses, clearly designed to appeal to the section of the population that doesn’t actually wear lingerie, trouble me much more than the ‘perfect body’ debate.

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I’d be happy to see more brands showcasing their lingerie in the way & Other Stories has in this ‘For Women, By Women’ campaign, which Grazia has described as having a ‘Pleasantly aggro’ vibe.  What do you think?

See more images from the campaign here

Image Credits:



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