Barneys unveiled its spring ad campaign, and while we normally just give it a glance to see if they’ve hired Minnie Mouse again, or maybe Miss Piggy, to advertise their store, this year their campaign made us sit up, put down Candy Crush, and pay attention. This year’s stunning and elegant campaign is called “Brothers, Sisters, Sons and Daughters” and stars 17 transgender men and women photographed in black and white by Bruce Weber.
This is a far cry from Barneys’ usual ads, and it’s beautiful. In addition to the photographs, the series includes several short films and a 15-minute movie that will appear on Barneys website, and every model had his or her personal story written by Vanity Fair contributing editor Patricia Bosworth.
Barneys creative director Dennis Freedman told Women’s Wear Daily that the idea for Brothers, Sisters, Sons and Daughters had, “a lot to do with the realization that such extraordinary progress has been made in the last few years for the lesbian, gay and bisexual community, but it’s striking how the transgender community has been left behind. It’s disturbing and upsetting to see that.”
Weber’s pictures are beautiful, but what makes this campaign so interesting is that they took a multimedia approach to make sure everyone’s individual stories were told, rather than just relying on the pictures. Freeman, who came up with the campaign, said that was always the goal.
“It was essential that we be able to let all the young men and women tell their stories,” he said.
According to Fashionista, the campaign stars Arin Andrews, Katie Hill, Edie Charles, Valentijn de Hingh, Ashley de la Cruz, Sawyer Devuyst, Peche Di, Dezjorn Gauthier, Trevon Haynes, Eve Lindley, Niki M’nray, Ryley Pogensky, Ines Rau, May Simon, Ahya Taylor, Maxie Neu, and Gisele Xtravaganza. The models were scouted from all over the world, from Amsterdam to Milwaukee.
Barneys partnered with The National Center for Transgender Equality and the Lesbian, Gay, Bisexual and Transgender Community Center in conceiving the project, and on February 11, 10% of all sales from the Barneys flagship stores and Barneys.com will go towards those organizations.
Photo via Facebook/BarneysNY