The New H&M Ad Shows a Less Constricted Representation of Femininity

By: Mishal Omar - Sep 15, 2016
References: adweek & designtaxi
Most girls and women are able to relate to feeling constrained by the often contradictory expectations placed on them and the new H&M ad for its Fall 2016 collection seeks to prevent taking that approach.

Whether it is in beauty advertising, in the workplace or in their personal lives, women are often expected to look and act in certain ways in order to please the people around them. This ad features powerful women who reject unreasonable expectations placed upon them. With the song "She's a Lady" playing in the background, the H&M ad features the transgender model Hari Nef, the actress Lauren Hutton, the boxer Fatima Pinto and many more -- all women who are able to rebel against the standards that society has set for them.

By featuring models who are inclusive of various identities, backgrounds and sizes, this subversive ad plays into the continuing shift towards embracing differences rather than trying to conform.