A concept developed for Monki underwear campaigns, centred on unfiltered representation. Built around a #nofilter approach grounded in honesty and inclusion, unretouched imagery sat at the core. We collaborated with photographer Nina Andersson, known for her book Swedish Girls. Her practice centres on portraying young women with closeness and realism, naturally and unedited. By challenging conventional beauty standards, the campaign shifted the visual language around underwear. An open conversation was extended across social media through the #nofilter hashtag.