Barneys has done something totally unexpected and equally cool for its latest campaign. The department store is featuring 17 transgender models for its spring 2014 catalog and print ads, shot by Bruce Weber.
The campaign, titled "Brothers, Sisters, Sons & Daughters," will also feature interviews with each participant conducted by Vanity Fair contributing editor Patricia Bosworth.
"I was exquisitely aware that in the last decade, the L.G.B. communities have made extraordinary advances, and the transgender community has not shared in that progress," Barneys creative director Dennis Freedman, who was the mastermind behind the project, explained to The New York Times.
Barneys is also partnering with the National Center for Transgender Equality and the Lesbian, Gay, Bisexual, and Transgender Community Center for the project, and on Feb. 11, 10 percent of all Barneys sales will be donated to both groups.
According to the Times, the cast ranges from 17 to early 30s in age and comes from all over the world, from Hamburg, Germany, to the Bronx.
While this isn't the first time a fashion label has featured transgender individuals in its campaign, the Barneys ads are a major step toward increasing awareness for the underrepresented community.
Watch the 30-second teaser for the project below.