The models in the new Barneys New York campaign are exactly what you’d expect. Thin. Tall. Striking. And with romantic backdrops and high-end clothing, so are the ads themselves. Dig a little deeper, however, and you’ll see this isn’t your typical marketing fare from a luxury retailer. That beautiful brown-haired woman? She was born a boy. And that muscular man? A baby girl.

Barneys Transgender Models
Image via The Hollywood Reporter

In a bold departure from past ads, Barneys recruited 17 transgender men and women to star in their spring campaign, entitled “Brothers, Sisters, Sons, & Daughters.” Why? As Barneys creative director Dennis Freedman explains, “Great progress has been made in regard to the lesbian, gay, and bisexual community. Unfortunately, the struggle for transgender equality continues. In the end, it is our hope that we can make a difference through this campaign.”

In addition to the photos shot by Bruce Weber, the campaign catalog features interviews with each model conducted by Vanity Fair contributing editor Patricia Bosworth. And starting February 11, ten percent of all Barneys sales will be donated to the National Center for Transgender Equality and the Lesbian, Gay, Bisexual, and Transgender Community Center.

Read more on Fashionista.com.

By Keriann Coffey, Associate Editor

What do you think of the new Barneys New York campaign? Tweet us at @ruelala to share.

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January 30, 2014