The Swedish label invites creatives from the trans community to curate its new campaign.

We’ve come along way since the insensitive ‘outings’ by Davina McCall of Big Brother 5’s eventual winner, transwoman Nadia Almada, throughout the 2004 show.

With the likes of Caitlyn Jenner, Laverne Cox and Andreja Pejić predominant on screen and in the media, eleven years later the conversation surrounding the transgender community, particularly in fashion circles, has become both more compassionate and fluid.

For its latest campaign then, H&M sister label & Other Stories invited five creatives from the trans community to “tell a story that broadens the view on gender and identity in fashion.”


Explains Creative Director Sara Hildén Bengtson, “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.”

All parties involved in the latest campaign, from models Hari Nef and Valentijin de Hingh, to photographer Amos Mac, stylist Love Bailey and make-up artist Nina Poon, are transgender.

“I think the category of male/female in fashion, is an ancient thing,” states Mac in the accompanying short, above, from acclaimed director of social commentary, Ninja Thyberg. “I don’t think that a non-binary choice option should be ignored, I think that that should be something that isn’t so shocking and radical. I think that fashion is all about what you’re comfortable in.”

This isn’t the first time the brand has expressed support for the LGBT community; earlier this year their valentines day ‘Love Stories’ campaign featured London couple Eden Clark and Lizzie Torell, while in 2014 brand and financial consultant Michelle Harper Shimizu featured alongside her wife, the model and Elite agent Jenny Shimizu Harper.


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