You'll Never Guess Which Mall Store Is Behind This Campaign

The moment you look at the new Nordstrom photo shoot, you'll probably realize it's not your typical fashion spread. And perhaps not a typical shoot you'd expect from a mass retailer. The pictures are a mixture of intense brightness and soft light, showing clothing that's frilly and classically feminine, and, most notably, few of the models tend to fit the typical fashion-industry mold. Of course, with creatives like Olivia Kim and Petra Collins behind the images, an outside-the-box product is to be expected.

For the retailer's spring campaign, Kim, who is the vice president of creative projects, enlisted Collins, a photographer, Gucci model, and all-around It girl, to lens the project that would celebrate "self-confidence, empowerment and authenticity," according to the press release. And Collins did just that with a cast of diverse models (and some non-models), both young and old.

The images themselves are decidedly striking, thanks to the natural light and featured designers like J.W.Anderson, Chloé, Simone Rocha, Stella McCartney, Ellery, and Gucci. But really, the entire project stands out for the statement it makes about unity and for celebrating so many varied—and sometimes underrepresented—forms of beauty and style.

Scroll down for some serious eye candy, and to shop more from Nordstrom.

Tell us what you think about this powerful campaign in the comments below.