H&M’s fall campaign redefined the definition of what a lady looks like and that’s exactly what the clothing company intended.
The advertisement below featured a cover of Tom Jones classic “She’s a Lady” performed by a group called Lion Babe – a New York City-based duo consisting of female vocalist Jillian Hervey and male DJ/producer Lucas Goodman.
“With this campaign, we want to celebrate diversity and encourage women around the world to be who they truly are,” said an H&M spokesperson. “We don’t take a religious or political stand, but we want to show H&M is all about inclusiveness and diversity.”
“We want to inspire customers to be true to self and dress their personal style,” the spokesperson added. “Everyone is welcome at H&M.”
Created by Stockholm agency Forsman & Bodenfors and shot in various locations, including Barcelona, the advertisement included several unconventional images, including a woman sitting “like a man” and a woman picking her tooth in a restaurant, despite the sexist overtones of the original song, which said things like “she always knows her place.”
“We wanted a song that people recognize and in the video we want to represent the modern woman rather than what is represented in the lyrics of this specific song,” the spokesperson explained.
The company and agency worked with director Gustav Johansson and stylist Robert Rydberg on the video, which also featured a transgender woman and ended with two women kissing.
Although, certain groups such as One Million Moms pushed for a boycott of H&M, there was also an overwhelming amount of support.
On October 20, H&M released design competition Hannah Jenkin’s new line, which also promises to be unique.
“Hannah loves to find new ways to tailor and drape, often using workwear as her inspiration,” stated the spokesperson. “Oversized garments are fitted to the body using folds or staples, functional fabrics are given a ladylike twist, and proportions are tweaked to shape a fresh silhouette.”
