The spring fashion ad campaign of luxury department store Barneys New York features seventeen transgendered models, most of whom have never modeled before. The campaign, titled “Brothers, Sisters, Sons & Daughters,” was shot in New York by renowned photographer Bruce Weber. The ads are an effort to raise awareness of a largely misunderstood community that has seen little progress towards acceptance over the last few decades. The photos feature the models posing with members of their support networks — friends, relatives and even pets — accompanied by a short summary of each model’s personal story. Barneys hopes that by giving the models and their unique personal stories national exposure, they will help increase social acceptance of transgendered individuals. Barneys partnered with the National Center for Transgender Equality (NCTE) and the LGBT Community Center to create the campaign, and the retailer will donate 10 percent of all the sales it makes on February 11, at their stores or online, to the two organizations, with the total proceeds being divided equally between them.