H&M’s New Feminist Ad Subverts What You Think a “Lady” Should Look or Act Like

H&M‘s autumn 2016 collection ad just dropped and it’s…beautiful. While so many commercials feature women entirely devoid of context (Strutting! In couture! Dancing! On a soundstage!) or with cheesy, faux-empowering girly vibes (Twirling! In a meadow! With your friends!), H&M’s ad shows women wearing clothes in the spaces where they actually wear clothes: out to dinner, at work, alone.

Entertaining, opinionated, off-beat and fearless. Bad-ass, independent and free-willed. Lauren Hutton, Adwoa Aboah, Hari Nef, Pum Lefebure and Jillian Hervey fronts H&M’s new campaign for autumn 2016, accompanied by a new version of “She’s a lady”, created and performed by the duo Lion Babe. View the full collection at hm.com and please use the hashtag and share what being #Ladylike means to you.

Being a “lady” means doing whatever the hell you want ― at least, that appears to be the message of a new H&M ad.

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