& Other Stories recently launched their new line of lingerie using so-called “real” models.

The campaign itself features “blemishes” that are usually excluded from such images: armpit hair, tattoos, scars and slouching – recalling American Apparel’s ‘Meet Buttercup’ campaign from the spring and Neon Moon‘s recent body pos campaign #IAmNeonMoon. A quick peek at their UK website, however, only appears to show the tattooed model and indeed we are only given a glimpse of her body art suggesting a disconnect between PR and the actual selling of products.

Image visible on UK website – the top image does not appear to be visible

& Other Stories launches lingerie campaign starring women with tattoos, body

The Independent – ‎Dec 16, 2015‎
… & Other Stories has launched a new lingerie campaign which challenges traditional notions of beauty in ad campaigns. Emma Akbareian; Wednesday 16 December 2015 10:24 BST. Stripping down to your lingerie is often a daunting prospect, whether or …

This New Lingerie Campaign Stars Women With Body Hair And Scars

MTV.com – ‎Dec 16, 2015‎
Recently, the fashion industry has made notable strides in reflecting what the real world looks like, both on the runway and in ad campaigns. At New York Fashion Week, model Ashley Graham debuted her lingerie line using all plus-size models, while …

And Other Stories Lingerie Campaign Features Unretouched, Real Women

Huffington Post Canada – ‎Dec 16, 2015‎
Swedish brand & Other Stories continues to be the cooler-than-you fashion retailer, with their bold take on the au naturel trend — boldness due to casting the ordinary. The sister brand of H&M has named their latest lingerie campaign “For Women, By

This New & Other Stories Lingerie Campaign Celebrates Real Women, ‘Flaws’ and All

TheGloss – ‎Dec 16, 2015‎
… & Other Stories is one of those special brands that can’t seem to do any wrong. They brought their amazing makeup collection to the United States to a great reception, and then they launched a clothing recycling program that not only benefits the

& Other Stories Celebrates Scars, Birth Marks, and Armpit Hair in Its Latest

ELLE.com – ‎Dec 16, 2015‎
Thanks to a movement started by companies such as Aerie and Lane Bryant, more and more brands are moving towards “real women” for their lingerie ad campaigns. & Other Stories, sister brand of H&M, is the latest to follow suit. The brand recently

& Other Stories launches lingerie campaign featuring ‘real’ women with armpit

Evening Standard – ‎Dec 16, 2015‎
Glossy lingerie campaigns usually feature the type of lithe, airbrushed beauties that wouldn’t look out of place walking down the Victoria’s Secret catwalk, let alone lounging around a studio set flaunting their blemish-free, airbrushed assets. But one

New Lingerie Campaign Celebrates “Real” Women With Armpit Hair, Tattoos

Mic – ‎Dec 16, 2015‎
In an industry dominated by Victoria’s Secret, ad campaigns for lingerie haven’t been the most progressive. In almost every one, white women with “perfect” bodies arch their backs with their hair flowing just so, their skin smooth and any lines or