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

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Kayleigh Dray

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.

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.

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’.


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Kayleigh Dray

Kayleigh Dray is editor of, where she chases after rogue apostrophes and specialises in films, comic books, feminism and television. On a weekend, you can usually find her drinking copious amounts of tea and playing boardgames with her friends. 

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