& Other Stories’ all-transgender campaign says a lot about fashion’s support for this community

Leave a comment
Writing

In the past year we’ve seen one of reality television’s most recognisable faces Bruce (now Caitlyn) Jenner identify as transgender, the world’s first transgender modelling agency open and a handful of highly visible brands choose transgender men and women to represent them in big budget ad campaigns.

I think it’s safe to say 2015 is the year transgender issues were thrust into the public’s collective consciousness and told to listen up.

But what have we heard so far? In marketing, we’ve seen transgender model Lea T go from modelling for Givenchy and Phillip Plein to become the face of Redken. Transgender teen Jazz Jennings became the face of Clean & Clear’s #seetherealme campaign in March and luxury department store Barney’s New York featured 17 transgender people photographed by Bruce Weber for its Spring 2014 campaign. Meanwhile, Andrej Pejic secured a beauty contract with Makeup Forever in July.

TH-15-33-MI-24

Now, the latest brand to release its Autumn/Winter 15 campaign is H&M-owned & Other Stories and it stars transgender models Valentijn De Hingh and Hari Nef. Not only that but the campaign also featured a transgender photographer, stylist and makeup artist production crew.

Now my – and I’m sure many people’s – initial reaction was one of concern. Was using a full roster of transgender talent and production in a fashion campaign exploiting the community as part of a marketing gimmick?

However, & Other Stories were quick to explain the importance of hiring a team whose personal experience could best help them tell a story challenging the traditional notion of beauty and identity.

By casually giving meaning and depth to a campaign, in an industry known for its objectification and narrow view of beauty, & Other Stories comes across as an intelligent and thoughtful retailer voicing its support at an important moment in LGBT history.

CAMPAIGNS, EXPLAINED: The looks, the themes, how they’re created and why. Our team of market intelligence experts analyse every detail, every season. Sound good? Join WGSN.

TH-15-33-MI-01_5_301101

TH-15-33-MI-02_5_301101

TH-15-33-MI-03_5_301101

TH-15-33-MI-04_5_301101

TH-15-33-MI-06_5_301101

TH-15-33-MI-07_5_301101

TH-15-33-MI-09_5_301101

 

TH-15-33-MI-13_5_301101

TH-15-33-MI-14_5_301101

TH-15-33-MI-15_5_301101

TH-15-33-MI-16_5_301101

TH-15-33-MI-18_5_301101

TH-15-33-MI-19_5_301101

TH-15-33-MI-21_11_304203

TH-15-33-MI-22_5_301101

This post first appeared on wgsn.com/blogs

Advertisements
Posted by

Sam Aldenton is a New York based, Australian expat writer. As associate editor for digital media and marketing she reports on ad campaign analysis, social media platforms, brand analysis and developing strategic trends. Prior to this Sam reported on street style and trends for WGSN at events such as Coachella, SXSW, NXNE and New York, Mexico and Miami Fashion Weeks. She has also covered trade shows including Coterie, Capsule, Agenda, Miami Swim week and MAGIC market week. Sam is part of the team that overseas WGSN’s social media platforms working closely on instagram & tumblr. Her work can also be seen at Fashionista and The Style Tip.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s