While brands using hashtags might be common practice, it is uncommon within the world of fashion for an unrelated topic to take off. Isn’t it time you started acting like a lady? Five modern ladies share their version of #ladylike: cc: #ad /1y2twP2jZ8
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Lastly, H&M’s campaign is a great example of how to capitalise on online buzz.īy asking consumers to share what they think it means to be a lady, the video has created further discussion on the topic, and led to even more people sharing and commenting on the campaign. Encourages sharing and consumer involvement This inspires consumers (and especially young consumers) to think of gender norms in the same way. It is certainly not a serious video, and so makes the whole concept of being a ‘lady’ seem rather silly too. On the other hand, H&M’s position as a high street name means the subject becomes far more relatable. However, it does come off as quite serious, and perhaps a little off-putting for the everyday consumer. There’s nothing wrong with this – quite the opposite of course. Lately, there seems to have been an attempt to make feminism fashionable, with feminist slogans seen on the runway and designers putting their names behind campaigns like ‘He for She’.
So why does it resonate more than other feminism-driven campaigns?ĭespite other examples like Dove’s ‘Real Beauty’ or Nike’s ‘Better for It’, there aren’t many that tackle big issues relating to gender in playful and humorous ways. It challenges traditional stereotypes and encourages women to be fierce and fearless. Reworking Tom Jones’ hit, ‘She’s a Lady’, the ad depicts women in various scenarios such as singing karaoke, being loud in restaurants and leading boardrooms. So, onto the main reason why the ad has garnered such a big response – its depiction of women and what it means to be ‘ladylike’ in 2016. It’s just nice to see a group of women wearing clothes in a natural and relatable way – and as an expression of their personality or identity. So firstly, let’s forget the gender norms stuff. It places fashion in the context of every day, depicting women wearing clothes exactly how they would actually be worn in real life situations – not on a runway or in front of a green screen. In contrast, H&M’s less-than-glamorous approach is refreshing.
Direct-to-Consumer (DTC) Best Practice Guide.Machine Learning and Predictive Analytics.While H&M haven’t always been in the spotlight for good reason, this instills a level of hope that the messages of sustainability and transparency will reach the everyday customer at large, providing a better grounding for future developments to lessen the industry’s environmental impact. Utilizing industry-leading materials including TENCEL™ Lyocell, this collection shows a significant step in the right direction by one of fast fashion’s biggest culprits. The collection includes the brand’s first-ever 100% recycled cotton jeans (made from 80% post-industrial waste and 20% post-consumer waste), non-cotton denim, non-plated and non-toxic metal trims, recycled polyester threads and a non-leather (FSC certified cork / jacron paper mix) back patch. To the point that Life Cycle Assessment data is included with each denim garment, which demonstrates the environmental impact of each piece.
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Prioritizing the use of sustainable materials in the production process, H&M are preaching that transparency is the driver here, in order to show the consumer what they’ve done and how they’ve done it.
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