H&M targets college students with first work from Mother London

Campaign explores young women's relationships with their clothes

Published On
Sep 23, 2022

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H&M is targeting the back-to-campus market with a new U.K. and Ireland campaign that focuses on young women's emotional relationship with their clothes.

The campaign, the first work from Mother London which was appointed by the Swedish fashion retailer earlier this year, includes social content and out-of-home executions, with the tagline "Here for it."

10- second spots feature insights gained from the agency's research into how what women wear tells a story about their feelings: for example, feeling "naked" when walking into a room without earrings, "owning the room" in a colorful jacket while giving a presentation, or finding your tribe in the canteen via fashion choices.


Outdoor takes a similar theme with captions such as "Here for outfits on repeat" or "Here for finding your twin flame." As well as the ads, H&M worked with influencer specialists Whalar to engage young female creators to illustrate the "Here for it" tagline in social media content. 


H&M OOH ad showing a woman with the phrase here for outfits on repeat


H&M OOH ad showing two women with the phrase here for finding your twin flame


“The relationship between what we wear and how we feel runs deep," said Paulina Kårelius, head of customer activation and Marketing H&M UK & Ireland, in a statement. "Being a young woman can feel joyful, vulnerable, powerful - and everything in between. We wanted this work to be an honest window into young womanhood."


“We wanted to capture the truthful interplay between young women and their fashion choices," added Jess Reynolds, creative director at Mother London. "From nervous first day energy, to attempting ‘smart-casual’ at work, or not feeling ‘done’ until earrings are in, through to the pure unadulterated joy of a compliment from a stranger."



Sep 23, 2022
Client :
Agency :
Head of Customer Activation & Marketing :
Paulina Kårelius
Strategy :
Creative :
Photographer :
Sophie Jones
Agent/Production :
Director :
Daniel Lundh
Prod :
Sound :
No 8
Post Production :
Electric Theater Collective
Media Agency :
Media Agency :
Influencer Partner :

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