The New H&M Ad Shows a Less Constricted Representation of Femininity
Mishal Omar — September 15, 2016 — Marketing
References: adweek & designtaxi
Most girls and women are able to relate to feeling constrained by the often contradictory expectations placed on them and the new H&M ad for its Fall 2016 collection seeks to prevent taking that approach.
Whether it is in beauty advertising, in the workplace or in their personal lives, women are often expected to look and act in certain ways in order to please the people around them. This ad features powerful women who reject unreasonable expectations placed upon them. With the song "She's a Lady" playing in the background, the H&M ad features the transgender model Hari Nef, the actress Lauren Hutton, the boxer Fatima Pinto and many more -- all women who are able to rebel against the standards that society has set for them.
By featuring models who are inclusive of various identities, backgrounds and sizes, this subversive ad plays into the continuing shift towards embracing differences rather than trying to conform.
Whether it is in beauty advertising, in the workplace or in their personal lives, women are often expected to look and act in certain ways in order to please the people around them. This ad features powerful women who reject unreasonable expectations placed upon them. With the song "She's a Lady" playing in the background, the H&M ad features the transgender model Hari Nef, the actress Lauren Hutton, the boxer Fatima Pinto and many more -- all women who are able to rebel against the standards that society has set for them.
By featuring models who are inclusive of various identities, backgrounds and sizes, this subversive ad plays into the continuing shift towards embracing differences rather than trying to conform.
Trend Themes
1. Inclusive Fashion Ads - Fashion brands can create more inclusive ads to cater to the diverse identities and backgrounds of their consumers.
2. Authentic Representation - Representing individuals who rebel against societal standards in ads can communicate authenticity and resonate with consumers.
3. Rejecting Unrealistic Expectations - Ads featuring individuals who reject unreasonable expectations can empower consumers to embrace their true selves.
Industry Implications
1. Fashion - Fashion brands can disrupt the industry by creating more inclusive and authentic ads that embrace diversity and reject societal norms.
2. Advertising - Advertising agencies can provide disruptive innovation opportunities by creating campaigns that represent individuals who reject societal norms to change the narrative and improve social consciousness.
3. Entertainment - Entertainment industry businesses, such as movie production companies and television networks, can empower women and individuals from minority groups by highlighting their stories in media and breaking stereotypes.
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