Over the years, H&M have had some pretty incredible ad campaigns. Whether it’s specific capsule collections, like the Balmain x H&M campaign last year, this incredibly inspiring commercial featuring Caitlyn Jenner, or breaking all the rules by incorporating Ashley Graham in a non-plus sized campaign, the fashion retailer knows how to subvert and play around with conventions and expectations of women.
Now they’re latest ad is another amazing socially conscious clip and that aims to again highlight how there’s no such thing as a normal woman.
Much like Nike’s Instagram ads that embraced body positivity, the commercial sees the likes of Lauren Hutton, Adwoa Aboah, Hari Nef, Pum Lefebure, and Jillian Hervey from the band Lion Babe front the campaign, which happens to be set to an updated version of Tom Jones’ 1971 hit “She’s A Lady.”
The video pays homage to all the different types of women in the world, while highlighting how clothes and fashion is for everyday moments, whether that’s out for dinner with friends, in the board room, or hanging out at home alone.
Speaking to Teen Vogue, Lion Babe’s Jillian Hervey said that she was drawn to the campaign because of it’s celebratory attitude towards women.
“Women are such incredible people,” she said. “We’re so multifaceted, we’re so interesting, and any opportunity to celebrate that — because there’s been many years of not being able to — and expose what it’s like to be female and how we can be whoever we want to be and do whatever we want to do, is great.”
We totally LOVE this campaign and how it highlights that there’s no right way to be a lady. Directed by Gustav Johansson and styled by Robert Rydberg, the clip is a real celebration of womanhood.
Speaking about the choice of Tom Jones’ classic, Jillian said that it was all on purpose.
“We just tried to incorporate parts of the classic song that we felt were important like the guitar, but make it more contemporary for our time now,” she explained. “We just made minor tweaks and it made the song so much more powerful, and it made it come from the female voice. She’s the one saying ‘She’s a lady.’ She’s the one claiming her own identity.”
We have to say, we couldn’t agree more.
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