Lingerie campaign celebrates the things regular women have that are considered as unattractive such as armpit hair, birthmarks and tattoos.
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.
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.
The ad featured women with body marks that are often edited out in prints like freckles and birthmarks.
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.
They retained the natural soft figure of the women by refusing to smoothen out stomach rolls and such in Photoshop.
And the result was pretty freaking fantastic.
They were still gorgeous, nonetheless. We almost forgot about the lingerie.
See more works by photographer Hedvig Jenning here.