In a landscape dominated by the marketing machine that is Victoria's Secret, the lingerie campaigns that have garnered the most attention recently are those that aim to refute the message that all women should have (or aspire to) a "perfect" body. Thanks to Aerie's unretouched ads featuring young ladies of all shapes and sizes — most recently Emma Roberts — and Lane Bryant's highly publicized "I'm No Angel" campaign, consumers are finally beginning to see advertisements that celebrate the female form in every iteration, rather than the glamorous straight-size models they're used to.
The latest retailer to get on board with this movement is H&M's sister brand & Other Stories, which released its new "For Women, By Women" lingerie campaign on Tuesday. The images, shot in Stockholm by female photographer Hedvig Jenning, feature three ladies of various ethnicities in uncontrived poses, allowing their true personalities to shine through. With the goal of affirming that everyone's shape is unique and beautiful, the retailer left each model's scars, tattoos, birth marks and body hair on full display, with minimal retouching only meant to color correct the garments.
It seems that at long last, the fashion world is beginning to get behind the all-natural (and in certain cases, anti-Photoshop) movement: You may recall Gisele's makeup-free fall 2014 Sonia Rykiel ad campaign, and that both Kate Moss and Lara Stone have posed for un-Photoshopped editorials over the past year or so. Here's hoping that this momentum only continues to build as we head into the new year.
Click through the gallery below to see the full & Other Stories campaign. You can shop the lingerie collection on its website right now.