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Brief Published: 3 Feb 2014

Barneys’ Transgender Campaign Stars

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’ 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.”

Many of the models are accompanied by a close family member, partner or supporter in the photographs, and the campaign is accompanied with a film on Barneys’ website showcasing the models and their stories. Barneys will donate 10% of the sales from its flagship stores and online to the National Center for Transgender Equality and the LGBT Community Center in New York on February 11.

Our Spring/Summer 2015 Design Direction Fashion in Flux touches on this issue, with an emphasis on challenging and changing stereotypical concepts of beauty and fashion. See Otherness for more on this