H&M New Ad Mocks Strong Females, Made Them Ugly?

H&M New Ad Mocks Strong Females, Made Them Ugly?
HandM Mike Mozart / Flickr cc

Does the new H&M mock strong females and make them look ugly? The new campaign of the Swedish multi-national company starts off with a plus size model walking into a washroom with only her underwear.


The 1 minute, 12-second advert for H&M takes off from there and shows another curly haired woman pick her teeth with a fork in a restaurant. Later, a third woman proudly displays her hairy armpits as she relaxes on a bed after eating a plate of chips, Daily Mail reports.

The advert features a group of ‘strong’ women, including American transgender model Hari Nef, 23, and British-Ghanaian model Adwoa Aboah, 24. The latter is also the founder of Gurls Talk, a platform for discussing social justice, feminism and gender equality.

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The model with the hairy armpits is none other than Los Angeles-based model and photographer Arvida Bystrom. The advert also features shaven-headed Swedish artist Cajsa Wessberg, muscular professional Thai boxer Fatima Pinto from Norway, and 72-year-old American model Lauren Hutton.

H&M through the advert tries to portray what it means to be a ‘lady’ in 2016. The fashion brand’s ad was made by Stockholm-based agency Forsman & Bodenfors.

For its new advertising campaign, H&M chose unconventional models and filmed them not so demure scenarios. It is for the Swedish label’s new autumn/winter campaign.

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According to H&M, the term ladylike is ‘old and outdated’. So it redefines the meaning of the term. It could mean independent, free-willed, entertaining, opinionated and off-beat women.

“The latest campaign celebrates diversity as well as inspirational women from various backgrounds, encouraging women around the world to embrace their personal style and take pride in who they truly are and what they stand for,” said a spokesperson for H&M.

The advert ends with two women kissing underwater and all of the women are dressed in outfits from H&M’s Autumn/Winter 2016 collection. It is set to a new version of the song “She’s A Lady.”

Originally a hit song by Tom Jones, it is sung by American soul duo Lion Babe. The video was shot in various locations, including Barcelona.

Last year H&M launched an unconventional advert featuring a model in a hijab. The new ad of the brand has already been viewed more than 1.8 million times on YouTube.

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