Caitlyn Jenner ushered in a whole new era in transgender visibility. And the fashion industry is taking notice, too.
American Apparel and Givenchy are among a number of fashion companies employing transgender models as the face of their campaigns or to strut their stuff on the catwalk. Now, one other clothing label is doing the same, with a twist.
H&M-owned fashion label & Other Stories has made these transgender models the face of its latest advertising campaign.
On top of that, & Other Stories also hired a trans crew to work on the ads, making it the first fashion campaign to be completely styled and modeled by a transgender team.
The stylists, makeup artist and photographer who worked on the ads were transgender, too.
The company's creative director, Sara Hildén-Bengtson, said in a press release that it wanted to give creative trans professionals the space to tell stories on fashion that are uniquely their own.
"The fashion world is embracing transgender models and we think that's great," Hildén-Bengtson said, according to Time. "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. So we invited five amazing creatives, all transgender, to make our latest story."