Contrary to what menstrual marketing would have you believe, that time of the month doesn't usually include mysterious blue liquids or giddy laughing women prancing in white pants. Realistic portrayals of what periods are actually like for cisgender women are hard to come by in commercials; non-existent, for those in the transgender community. It's why Thinx, the New York-based company behind "period-proof underwear," is ushering in another menstrual innovation: transgender people in advertising. Featuring model Sawyer DeVuyst, Thinx's gender-inclusive ad campaign has taken over New York's Union Square subway station with images of DeVuyst in the brand's black underwear, posing effortlessly in handstands and levitating off the ground.

PERIOD (and the bodega guy is srsly judging my midnight snack choice) - PROOF UNDERWEAR #thinx // insta takeover by THINX design strategist @emwhi_ A photo posted by THINX (@shethinx) on May 17, 2016 at 10:31am PDT

#thinx // insta takeover by THINX design strategist @emwhi_ A photo posted by THINX (@shethinx) on May 17, 2016 at 10:50am PDT

DeVuyst, who is a trans man, had previously inspired Thinx's "people with periods" project, which came with the launch of their "boyshorts" underwear. In conversation with Thinx, DeVuyst explained how periods would endanger him. "You're in the men's room and someone hears you rustling a paper because you're opening a tampon," he said. "It outs you." As Thinx's CEO, Miki Agrawal, is committed to socially-conscious business, she told Bustle that transgender inclusion in her company's advertising and product line was important. "We thought it was high-time that people see a menstruating trans man 10-feet-tall in the subway," said Agrawal, who was born and raised in Montreal. (Her twin sister Radha Agrawal founded Daybreaker, the morning rave scene.)

"BUT HOW IS HE LEVITATING?" No special effects or Jedi mind tricks here y'all, just perspective. Hint: the beige wall is always the real floor 🙃 A video posted by THINX (@shethinx) on May 19, 2016 at 5:08am PDT