Jump to Main ContentJump to Primary Navigation
Top

Watch: H&M’s feminist advert is totally badass

h&m autumn 2016 lady.png

H&M have just released their new autumn 2016 – and there’s no denying it’s one of the best and most empowering yet.

In the world of advertising, we’re used to seeing impossible women twirling in meadows, bopping around on a soundstage, and donning elegant evening gowns to wander through empty mansions.

But, in their new ad, H&M have made a point of showcasing women in the spaces where they genuinely wear clothes: on the tube, out to dinner, at work, alone.

They’ve also made sure to include women of all ages, body types, and ethnicities; keep your eyes peeled for model Adwoa Aboah, designer Pum Lefebure, trans actress Hari Nef, musician Jillian Hervey, and 72-year-old Lauren Hutton.


Read more: This Kenzo / Spike Jonze advert is brilliantly bonkers


Set to a new version of Tom Jones’ She’s A Lady – aptly performed by the duo Lion Babe – the short film completely redefines what it means to be a lady.

You can be a weightlifter, sport a buzz cut or afro. You can lie in bed eating chips, spread out on the tube, or take command of the boardroom.

You can unbutton your jeans and indulge yourself, don black lipstick, go skinny-dipping, let rip at karaoke, behave badly in public, or sport body hair.


Read more: 29 of the best heels, sneakers and boots for Autumn 2016


You can even prefer spending time alone.

Watch the full advert below:

Unsurprisingly, the advert has caused a stir in the online community, with many women speaking out to praise H&M’s redefinition of the word ‘lady’.

Related

kate moss.jpg

Kate Moss launches her own talent agency

kristen bell.png

Pizza snacks and eyemasks aplenty: behind the scenes at the 2016 Emmys

rose_rt.jpg

Ellie Goulding on politics, mental health and mental health and poetry

More

Bring on the bum bag, Fashion Week's must-have accessory of the moment

A one-time tourist stalwart gets a high-fashion makeover

21 Sep 2017

Behind the scenes at Milan Fashion Week

From carb-loading to happy Hadid sisters and Basic Bitch makeup inspiration

by Anna Brech
21 Sep 2017

Street style highlights from Milan Fashion Week

Bold pops of colour meet extravagant textural embellishments

21 Sep 2017

Stylish hooded coats to see you through the wetter months

And all come in under £150

by Nicola Colyer
21 Sep 2017

See inside Swarovski's Crystal Wonderland party at Milan Fashion Week

Soak up the high-octane glamour

21 Sep 2017

Meet the new generation of celebrity children taking over Fashion Week

These fresh faces are set to outshine their famous parents

by Anna Brech
21 Sep 2017

Five fresh beauty trends to try from London Fashion Week

From fierce feline flicks to subtle glitter motifs

20 Sep 2017

The year’s best fashion alliance has landed

20 Sep 2017

This week's Style List: from beautiful interiors to classic jewellery

Shop 30 little pick-me-ups

by The Stylist web team
20 Sep 2017

Tommy Hilfiger hosts the LFW finale of dreams

Gigi Hadid leads the fashion pack in a catwalk extravaganza

20 Sep 2017