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"For women, by women"

New lingerie campaign rejects airbrushing to include scars, tattoos and birthmarks

By WITW Staff on December 18, 2015

A new lingerie campaign by H&M spin-off & Other Stories features women as you might expect to see them in real life: with scars, tattoos, birthmarks and body hair. The “For women, by women, about lingerie” lookbook is modeled by blogger and yogi Helin Honung, cellist/model Kelsey Lu McJunkins, and copywriter Ida Jagerfelt. The campaign was shot by Swedish photographer Hedvig Jenning.

“By showing that the ideal female body is one-of-a-kind and embrace [sic] beauty such as scars, tattoos and birthmarks rather than altering them, & Other Stories’ imagery reflects a more diverse notion,” a representative told Elle via email.

Read the full story at Elle.


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