H&M’s latest ad hit the mark with Millennial women, but what made it stand out from other female empowerment driven campaigns? Unlike Dove’s “Real Beauty” or Nike’s “Better for It” campaigns, the ad stays away from the serious approach and “tackle[s] big issues relating to gender in playful and humorous ways.” By taking fashion off the runway into real life and “less-than-glamorous” situations, the brand was able to show a relatable portrayal of how wearing clothes should be an “expression of…personality or identity.” The complementary social strategy, which asked consumers to share what is means to be a lady, also sparked a discussion beyond fashion. (Econsultancy)
