Gender norms-challenging underwear campaign features 'double-mastectomy' models

Play Out underwear is challenging gender norms with its new ad campaign that features double-mastectomy models.

Co-founder Abby Sugar said of the summer campaign's concept that they were really inspired by their friend Emily, who had taken photos after her double-mastectomy and she was really the catalyst, People Magazine reported.

The conversation-sparking photo series stars women who are breast cancer survivors, all with their own unique backstory.

The 27-year-old added that each of them had a really impressive and inspiring story that other people can learn from and since they only do bottoms, it was perfect, noting it was a mutually beneficial and really wonderful collaboration.

According to a press release for the brand, "Clad only in Play Out underwear, all three women appear breastless and topless in a body-positive photo series challenging the normative assumptions of gender presentation, femininity and what it means to be "sexy.