Models with lost gazes, posing and acting in unconventional ways in front of the camera; but especially the urge to go through the collection images once you saw them for the first time led by curiosity. Womenswear label & Other Stories, which belongs to Swedish behemoth H&M Group, has hired a team of five creatives –all of them transgender- to create and depict the image campaign of its latest capsule collection ‘athleisure’, available in stores and online from August 20. The team consists of models Valentijn de Hingh and Hari Nef, photographer Amos Mac, stylist Love Bailey and make-up artist Nina Poon, who joined forces in the brands’ atelier in Stockholm. Hari Nef made her runway debut at New York Fashion Week Spring 2015, walking for both Hood By Air and Eckhaus Latta.



“The fashion world is embracing transgender models and we think that’s great. But we couldn’t help to ask ourselves how the traditional fashion gaze can change if we keep the same normative crew behind the camera. So we invited five amazing creatives, all transgender, to make our latest story,” commented Sara Hildén Bengtson, creative director at & Other Stories in regard of the capsule.

Acne Studios menswear FW'15
Acne Studios menswear FW'15
Almost since the brand was born, & Other Stories has been launching capsule collections on topics gravitating around sexual stereotypes, age and identities. Only now, it puts the focus on the dissolution of gender stereotypes in fashion, a theme that has been gaining momentum in 2015. In retail, the foundation stone was led by department store chain Selfridges and its Agender project, a pop-up shopping area within their London Oxford Street flagship with no gender references being made to consumers. From the brand’s side, Acne Studios’ menswear campaign shot for fall/winter 2015 encompasses references to gender equality stitched into their iconic oversize wool scarves. Another interesting approach for the same season comes by the hand of EachxOther, who portraits men and women both wearing almost exactly looking outfits.

EachxOther FW'15
EachxOther FW'15