Barneys has taken a progressive step forward with its new ad campaign and catalogs: Shot by legendary photographer Bruce Weber, “Brothers, Sisters, Sons & Daughters“ features some 17 trans men and women sporting high-end fashion available at the luxe retailer
“I was exquisitely aware that in the last decade, the [lesbian, gay and bi] communities have made extraordinary advances, and the transgender community has not shared in that progress,” Barneys marketing exec Dennis Freedman, formerly the creative director of W magazine, told the New York Times.
The models are depicted interacting with family members and loved ones (while still looking devastatingly gorgeous) and their personal stories are being shared on a Barney’s mini-site, The Window.
One of the participants, Valentijn de Hingh, was impressed Barneys looked beyond the bottom line:
In this capitalist consumerist society, things only become acceptable when they become marketable… [The campaign] was done so honestly and so beautifully and with so much integrity. It’s a really important, big project.
To prove the effort is more than window dressing, on February 11 Barneys is donating 10% of sales from its 11 flagship stores and Barneys.com to the National Center for Transgender Equality and New York’s LGBT Community Center.
View some images from the “Brothers Sisters, Sons and Daughters” campaign below.
h/t: New York Times