Lingerie Campaign Features Women With “Flaws” And Tattoos

Xavier in Fashion

Lingerie campaign celebrates the things regular women have that are considered as unattractive such as armpit hair, birthmarks and tattoos.

& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

The body positive movement have been strong this year. It's all about the TLC your body so deserved despite whatever airbrushed and ridiculously unrealistic image mass media is trying to feed you. Swedish retailer & Other Stories knows this too well and won't let the year end without sharing their stand in the name of body love.

& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

The main focus of the campaign is to capture women wearing their lingerie in such a state women are supposed to be on typical days—feeling relaxed and comfortable in their own skin.

& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

The ad featured women with body marks that are often edited out in prints like freckles and birthmarks.

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& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

A lovely, dark-haired woman with an arm scribbled with stick and poke tattoos was also among the models chosen for the ‘For Women, By Women’ collection.

& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

They retained the natural soft figure of the women by refusing to smoothen out stomach rolls and such in Photoshop.

& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

And the result was pretty freaking fantastic.

& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

They were still gorgeous, nonetheless. We almost forgot about the lingerie.

& Other Stories/Photo by Hedvig Jenning
& Other Stories/Photo by Hedvig Jenning

See more works by photographer Hedvig Jenning here.

Xavier

@Xavier

When she's not writing for Tattoodo, Xavier likes experimenting with art and organizing local music shows. We're kidding, she's probably asleep. Follow her on Instagram @claudia_strife

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