H&M Sister Brand “& Other Stories” Launches Campaign With All Trans Models

The company also hired trans photographer Amos Mac and a trans stylist team.

H&M’s sister brand, & Other Stories, is living up to its name with a new fashion campaign featuring trans models and a transgender creative team.

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Models Hari Nef and Valentijn De Hingh appear in the ads, which were photographed by Amos Mac, with styling by Love Bailey and makeup by Nina Poon.

& Other Stories
& Other Stories

The athletic-inspired capsule collection looks great, but De Hingh was most excited about working with an all-trans crew.

“That’s something I haven’t experienced with other shoots, per se, where I’ve worked with other teams, other models, multiple girl stories. 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.”

& Other Stories

A modeling agency specializing in trans models recently opened up shop in the U.S., but & Other Stories thought it was important to consider who was behind the camera, as well.

“We couldn’t help to ask ourselves how the traditional fashion gaze can change if we keep the same normative crew behind the camera,” said & Other Stories Creative Director Sara Hildén Bengtson. “So we invited five amazing creatives, all transgender, to make our latest story.”

& Other Stories

The collection hits & Other Stories—which has locations in New York, Paris, London, Berlin, Brussels and beyond—on August 20.

h/t: The Fashion Spot

Dan Avery is a writer-editor who focuses on culture, breaking news and LGBT rights. His work has appeared in Newsweek, The New York Times, Time Out New York, The Advocate and elsewhere.