Barneys New York has chosen to both acknowledge and support the forward movement of the LGBT community by recruiting seventeen transgender models in their latest campaign. Shot by prolific photographer Bruce Weber, the LGBT advocate told WWD, “I hope that my photographs and films of these 17 new friends, who are transgender men and women convey the respect I have for them and how I stand in awe of their courage to face the world.”

Titled “Brothers, Sisters, Son & Daughters,” the campaign is the product of creative director Dennis Fredman’s genius. The haunting black and white portraits will also include their written personal stories as well as a short film. Choosing to combine the aesthetic with the identity allows the viewer to invest in a way that many retailers have not been able to accomplish.

The campaign, launched just last week, can be viewed on Barneys’ the Window blog.