New York-based luxury retailer Barneys has cast 17 transgender models in its latest campaign to raise awareness and acceptance of transsexuals both in society and the fashion industry.

Entitled Brothers, Sisters, Sons and Daughters, the campaign was shot by American photographer Bruce Webber, featuring designer brands including Balenciaga, Derek Lam and Saint Laurent.

Barneys New York has partnered with two leading voices in the trans community, the National Center for Transgender Equality (NCTE) and the LGBT Community Center (The Center) on the campaign. By bringing the personal stories of these 17 individuals to a national stage, Barneys New York hopes to help break stereotypes and build social acceptance of transgender people—long-standing goals of both The Center and NCTE.

To help further support The Center and NCTE, Barneys New York is pleased to donate 10% of all sales from its 11 flagship stores nationwide and Barneys.com on February 11th to the LGBT Community Center in New York City and the National Center for Transgender Equality. Total proceeds will be divided evenly between the two charities.

Barneys’ creative director Dennis Freedman spoke to Time magazine about the reasons behind his direction for the campaign: “While the lesbian, gay and bisexual community has made enormous strides in this country in the last five to 10 years, it has always been glaring to me that the trans community has been left behind. It seemed an important time to do this.”

Photography: Bruce Weber

Leave a comment

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.