H&M’s sister store, & Other Stories, launched an all-transgender model ad campaign on Friday.
In an attempt to expand the standards for beauty, other well-known brands such as Barneys New York and Make Up For Ever have recently been launching more diverse ads that feature a wider range of models, including transgender ones.
Not only are transgender models, Valentijn De Hingh and Hari Nefstylist, both featured in the ad, the H&M-owned brand also hired crew members—Photographer Amos Mac, stylist Love Bailey, and makeup artist Nina Poon—who identify as transgender, to work on the shoot.
De Hingh said that working with the selected crew was the best part of doing the campaign, “That’s something I haven’t experienced with other shoots, per se, where I’ve worked with other teams, other models, multiple girl stories, where you work with each other professionally and you like each other and have good conversation, but it’s not the same thing as working with an all-trans team.”
“The fashion world is embracing transgender models and we think that’s great,” Sara Hilden, creative director for & Other Stories, said in a press release. “But we couldn’t help to ask ourselves how the traditional fashion gaze can change if we keep the same normative crew behind the camera. So we invited five amazing creative, all transgender, to make our latest story.”
The collection that the campaign was for features lots of affordable mesh and metallic pieces that will be in stores Aug. 20.