H&M's Sister Brand Launches First All-Transgender Campaign

Pictured (from left): Valentijn De Hingh and Hari Nef

Trans visibility is slowly but surely becoming a mainstay in popular culture in places all over the world, and the fashion industry is starting to take notice.

Fashion brand & Other Stories -- a sister-company owned by Swedish international retail giant H&M -- launched a new campaign Friday for their fall collection that uses transgender models at the forefront. But the inclusion of trans professionals didn't stop at just models. & Other Stories also used trans photographers, stylists, and makeup artists for their newest advertisements.

SLIDESHOW | 15 Greatest Transgender Models

According to Time, photographer Amos Mac, makeup artist Nina Poon, and stylist Love Bailey, were all hired to work behind-the-scenes to make sure the photos featuring models Valentijn De Hingh and Hari Nef were the best they could possibly be.

RELATED | Amos Mac: Trans Heartthrob

"The fashion world is embracing transgender models and we think that's great," Sara Hilden, & Other Stories' creative director, stated in a press release. "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."

RELATED | Hari Nef Stars in The Drums' New Video

& Other Stories joins the ranks of other fashion labels like Opening Ceremony, American Apparel, and Givenchy who have all used trans models in some capacity (either on the runways or in their advertising campaigns) and just recently, Apple Model Management, the world's first agency to represent trans models, expanded their Thailand-based operations to open up an office in Los Angeles.