Fast fashion brand H&M has launched a playful advert for its Autumn/Winter collection, featuring women who defy stereotyped femininity. The campaign says these women are: entertaining, opinionated, off-beat, fearless, bad-ass, independent and free-willed.
The campaign stars model Lauren Hutton, model Adwoa Aboah, transgender actress and model Hari Nef, co-founder and chief creative officer of Design Army Pum Lefebure and Lion Babe singer Jillian Hervey. The cover of Tom Jones’ 1971 hit “She’s a Lady” created and performed by the duo Lion Babe.
The ad, created by Forsman & Bodenfors and shot by top Swedish director Gustav Johansson,
H&M is asking people to share the advert over social media and say what being #Ladylike means to them.
This isn’t the first time H&M has subverted expectations, its campaign “Close The Loop” features the first Muslim woman wearing a hijab for the fashion brand. The campaign revolved around the idea “There are no rules to fashion but one: recycle your clothes”.
The campaign celebrates models of various ethnicities, different body types, drag queens, a disabled athlete, a healthy dose of gender fluidity, Iggy Pop and Muslim woman Mariah Idrissi.