Refreshing Underwear Campaign Features Lingerie Models With Tattoos, Scars And Underarm Hair


When stripped down to our underwear, most of mere mortals look a damn sight different to the typical lingerie model.

Whether it's protruding pubic hair or a bit of orange peel, real women aren't photoshopped within an inch of their lives and only seen in flattering lighting.

That's why the latest underwear campaign from H&M-owned & Other Stories deserves a round of applause.

Not only are the campaign stars real women - blogger and yoga enthusiast Helin Honung, cellist Kelsey Lu McJunkis, and copywriter Ida Jagerfelt - but they have real bodies too, whether tattoos, scars, birthmarks or even... dare we say it... underarm hair.


Ida Jagerfelt

Finally, A Lingerie Campaign We Can Relate To

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