H&M off-shoot brand, ‘& Other Stories‘, has produced a groundbreaking ad campaign – not only using trans models, but all trans crew too.

Trans models Valentijn de Hingh and Hari Nef are featured in the new fall ad campaign for & Other Stories, and better yet – everyone in the creative team behind the shoot identifies as trans too. That means the photographer, stylists, make artists etc.

“The fashion world is embracing transgender models and we think that’s great. 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,” director Sara Hildén Bengtson said in a release explaining the campaign.

The new collection launches August 20.

Check out some behind the scenes photos from the shoot.