H&M’s latest ad tackles young consumers’ (sometimes) anxious feelings about their clothes. 

H&M’s latest ad tackles young consumers’ (sometimes) anxious feelings about their clothes. The new “Here For It” campaign shows life situations where young consumers find it hard to decide what to wear, evoking Gen Z and Millennials’ complicated relationship with their wardrobe. One video clip features a young working professional looking inadequate but—thanks to her pink suit—feels she can finally “own the room.” Another is a nightmare-like situation where a young female forgets to wear her clothes to go to a lecture hall, but gets rescued (and dressed!) by putting on H&M earrings. The final clip depicts a young female dancing in front of friends and wearing—you guessed it—H&M clothes that make her feel trendy and “here for being the party.” The Swedish fast-fashion giant is greatly appreciated by young consumers in Western Europe, with YPulse research showing that it ranks number five on their favorite European brands list. (Contagious)