& Other Stories launches lingerie campaign starring women with tattoos, body hair, scars and birth marks

& Other Stories has launched a new lingerie campaign which challenges traditional notions of beauty in ad campaigns.

Stripping down to your lingerie is often a daunting prospect, whether or not you happen to a model.

Often this isn't helped by the glossy ad campaigns featuring what appears to be super-humanly toned women (albeit usually helped along with the power of photoshop).

Swedish retailer & Other Stories (from the people that brought us H&M and COS) is eschewing this trend with a new lingerie campaign that features real women.

Tattoos, body hair, scars and birth marks are proudly on display in the inspirational campaign that diversifies traditional notions of beauty.

The campaign was shot by female photographer Hedvig Jenning in the brand's Swedish atelier and shows the 3 models in relaxed poses.

The campaign stars are real women; blogger and yoga enthusiast Helin Honung, cellist Kelsey Lu McJunkis, and copywriter Ida Jagerfelt.

The lingerie collection is in a seasonally appropriate colour palette with red and black styles ideal for lingerie gifting.

Priced from £12, available at stories.com