Wrangler is the latest fashion brand this season to challenge gender stereotypes and talk female empowerment, in a European campaign for which it's created the hashtag #MoreThanaBum.

The ad is fronted by New Zealand musician Kimbra, who is seen collecing samples of women saying the word "bum" on the streets of Amsterdam for a track she's created for the campaign, "Ain't About What's Behind Me." The film also features Olympic volleyball player, Francesca Piccinini, dancer and choreographer Nikeata Thompson, and transgender activist Paris Lees speaking to Kimbra about what it means to be "more than a bum."

However, this isn't just about jumping on the fem-vertising bandwagon -- there's also a product message in the campaign. A female-led team of creatives and strategists at Amsterdam-based creative agency We are Pi worked closely with Wrangler to develop it to promote the new Body Bespoke denim range.

Body Bespoke was developed against the fashion industry norm of using model proportions as the base for designs. Instead, it uses a new technology where each of the 11 sizes available is crafted individually to ensure every size is equally flattering -- and, despite the "more than a bum" theme of the campaign itself, the spot makes sure to highlight the product attributes with lingering shots on its stars' behinds.

This week has already seen campaigns from H&M and from luxury jeweler Georg Jensen that question what it is to be female, while Kenzo's perfurme ad earlier this month, directed by Spike Jonze, blew traditional fragrance advertising out of the water with a depiction of a woman possessed.