2015 has been a big year in regards to body positivity. Women have been highly encouraged to celebrate their bodies IRL through hashtags like #InMySkinIWin and #beautifullylonesome, but there have also some big moves made my major brands like Christian Louboutin, Sports Illustrated and David’s Bridal. It seems like companies are finally getting the hint that the overly Photoshopped, super edited model is not who we want to see on the big billboards.


& Other Stories is one brand who seems like they totally get the hint. Back in August H&M’s sister brand released a campaign which featured two stunning transgender models. Now to show off their lingerie line they’ve released a “For Women, By Women” campaign. Shot in Stockholm by female photographer Hedvig Jenning, the photos feature three ladies of various ethnicities looking totally natural.


In the photos you’ll see blogger and yoga enthusiast Helin Honung, cellist and model Kelsey Lu McJunkins and copywriter Ida Jagerfelt. With armpit hair, tattoos, birthmarks and freckles on full display, the women all look totally stunning in the best way possible. Unlike what we saw at the Victoria’s Secret Fashion Show, these photos aren’t exactly aspirational but rather immediately relatable.


We’re not saying this campaign is perfect. All the models are still relatively slim and don’t seem to vary much in age but hey, it’s a step in the right direction. 2016, we have big hopes for you.

What’s your favorite body positive campaign of 2015? Share a pic with us on Twitter @britandco.

(Photos via & Other Stories)