This lingerie campaign does not give a damn about BS body standards

ICYMI not all women are as hairless as pre-pubescent girls. Some have tattoos. And some, some even have scars.

A refreshing new lingerie campaign from & Other Stories sees blogger Helin Honung, cellist Kelsey Lu McJunkis, and copywriter Ida Jagerfelt modelling the retailer's new line of underwear with their scars, tattoos and body hair exposed.

"For Women, By Women" aims to "portray a more diverse view on the traditional notion of beauty."

And not-so-shockingly, it is beautiful.

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