--- title: H&M Advert Celebrates Femininity in All Its Forms description: H&M have just released their autumn advert - and it's redefining what it means to be a "lady". canonical: https://time.com/4502950/hm-advert-autumn-collection/ author: Suyin Haynes article:opinion: false article:content_tier: free article:published_time: 2016-09-21T17:04:25.000Z article:modified_time: 2026-04-13T09:03:25.786Z og:title: H&M Advert Celebrates Femininity in All Its Forms og:description: H&M have just released their autumn advert - and it's redefining what it means to be a "lady". og:url: https://time.com/4502950/hm-advert-autumn-collection/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blte3df794d0dc49d60/6988a6ffbc6cfc7ddb3dea8f/h-m.png?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2777 og:image:height: 1562 og:image:alt: h-m og:type: article twitter:card: summary_large_image twitter:title: H&M Advert Celebrates Femininity in All Its Forms twitter:description: H&M have just released their autumn advert - and it's redefining what it means to be a "lady". twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blte3df794d0dc49d60/6988a6ffbc6cfc7ddb3dea8f/h-m.png?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # This H&M Commercial Celebrates Femininity in All Its Forms > Sponsored content. 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Worth Your Time is TIME's culture newsletter, published Tuesdays and Saturdays to 40,000 subscribers as of August 2026. #### Who writes TIME's culture recommendations? Culture editor Eliza Berman writes Worth Your Time, drawing on TIME's critics and culture desk. #### Is Worth Your Time free? Yes. It is a free newsletter available at time.com/newsletters. by [Suyin Haynes](https://time.com/author/suyin-haynes/) ## Suyin Haynes Sep 21, 2016 5:04 PM UTC  Youtube by [Suyin Haynes](https://time.com/author/suyin-haynes/) ## Suyin Haynes Sep 21, 2016 5:04 PM UTC 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. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4502950/hm-advert-autumn-collection/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4502950/hm-advert-autumn-collection/"},"headline":"This H&M Commercial Celebrates Femininity in All Its Forms","datePublished":"2016-09-21T17:04:25.000Z","dateModified":"2026-04-13T09:03:25.786Z","description":"Feminist fashion ad showcases diverse women in diverse scenarios","url":"https://time.com/4502950/hm-advert-autumn-collection/","keywords":["motto","fashion","Diversity","H&M"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blte3df794d0dc49d60/6988a6ffbc6cfc7ddb3dea8f/h-m.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Suyin Haynes","jobTitle":null,"url":"https://time.com/author/suyin-haynes/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blte3df794d0dc49d60/6988a6ffbc6cfc7ddb3dea8f/h-m.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"h-m","caption":"","creditText":"Youtube","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/motto/","name":"motto"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4502950/hm-advert-autumn-collection/","name":"This H&M Commercial Celebrates Femininity in All Its Forms"}}]}] ```