The latest advertisement for H&M’s Autumn 2016 collection has been released, and it reinvents the term ‘relatable’. The video, which rolls to Lion Babe’s remixed tune of “She’s a Lady” by Tom Jones, captures an idea and makes a statement. The idea is that women are no longer described by archaic beliefs of how a lady should act.
Starring actress Lauren Hutton, model Adwoa Aboah and Lion Babe’s Jillian Hervey among others, the video propagates for the boundless, free expression of women. In so many words, this ad exclaims that being a lady is simply done however a woman chooses to do it.
While one women picks at her teeth in a restaurant using her knife as a mirror, another leads a business meeting. Following that is a woman who unzips her jeans to allow more room for French fry induced bloating, and another sits freely on a bus with her knees widespread.
This ad is so powerful because of the way that each of the women are doing what they choose to do, not what society wants them to. It tackles social concepts of beauty and womanhood by making subtle remarks to things like armpit hair and buzzcuts for women. It shows an organic expression of women that pay no attention to the outdated rules for behaving ‘properly‘ and instead choose to play by their own rules.
This ad sifts through various representations of being a lady today, leaving its audience with at least one depiction that they can relate to. That is exactly what makes this advertisement so brilliant.
By creating this ad, H&M is issuing a public stance regarding their customers and women everywhere. The modern clothing brand isn’t just showing a variety of behaviors, it is essentially calling out the social boundaries that women face. There’s no room for rules or regulations, there’s only room for freedom of expression. That is what this ad says to me.
This ad is one that any woman can find comfort in watching. By representing the limitless concept that is, being a lady, the brand is showing itself as one that emboldens women to shine through whatever means are necessary to them. That concept is what women are seeking in 2016, and H&M has taken a celebratory torch for it by creating this advertisement.
The women featured in this video are no different from you and I, except that they can expose exactly who they are in a space that is free from judgement or ridicule. That space is what I think H&M is advocating for and what they intend to support with their customers.
That is a message that I can identify with, and a brand that I can get behind.