Hairy Pits and Eating Fries in Bed Is Being a 'Lady' Too, Says This Feminist H&M Spot

Gustav Johansson Directs Film Questioning What it Means to Be 'Ladylike'

Published On
Sep 14, 2016

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Finally, it seems as if the worlds of fashion and beauty are getting to grips with feminism. In the past month, we've seen Kenzo breaking the mold on perfume ads, and jeweler Georg Jensen centering a campaign on strong professional women, rather than models. Now, fashion retailer H&M launches a playful and provocative film for its Autumn/Winter collection, featuring women who aren't just beautiful and feminine, but real, feisty and what's more, don't care what you think of them.

The ad, created by Forsman & Bodenfors and shot by top Swedish director Gustav Johansson, is set to a cover of Tom Jones's song "She's a Lady," by Lionbabe, and the whole gist of it is that to be a "lady" these days means so much more than being, in the words of the song, someone that "always knows her place" and whom a guy would like to take to dinner.

From eating fries in bed to sporting hairy armpits, muscles, shaved heads and wobbly flesh, the women in this spot (who include model Lauren Hutton, Lionbabe singer Jillian Hervey, transgender actress Hari Nef and model Adwoa Aboah) defy stereotyped femininity, and look as if they're having a really good time as well. Meanwhile, H&M is asking people to share the film with their views on what being #Ladylike means to them.