This H&M Commercial Celebrates Femininity in All Its Forms

H&M has just released a TV commercial for their autumn collection – and it’s redefining what it means to be a “lady”.

The video for the fashion brand’s inclusive new campaign showcases women of all shapes, ages, ethnicities and sexual orientations doing their thing in relatable, every-day situations. The diverse cast includes transgender actress Hari Nef, boxer Fatima Pinto and septuagenarian icon Lauren Hutton (who gives some awesome side-eye in a room full of men).

The campaign also doubles as a music video, featuring New York City-based Lion Babe who reworked Tom Jones’s version of “She’s A Lady” to provide the soundtrack. Once a misogynistic classic featuring lyrics such as “she always knows her place”, the neo-soul duo have transformed it into a subversively powerful feminist anthem, with singer Jillian Hervey also starring in the ad.

In a celebration of femininity in all its forms, women are seen “man-spreading” on the train, eating fries in bed and being the boss in the boardroom. This modern and refreshing interpretation of what it means to be a woman starts airing on TV in selected markets from Sept. 21.