H&M Campaigns / by Mike Tyle

H&M really shows what it takes to be a clothing company in 2016. Celebrating diversity & equality.

As ADweek put it: "H&M has created a feminist anthem soundtracked by a classically misogynist song, for a spot meant to redefine how you think women should look, act and think, where they stand in society..."

Spot on.

Entertaining, opinionated, off-beat and fearless. Bad-ass, independent and free-willed. Lauren Hutton, Adwoa Aboah, Hari Nef, Pum Lefebure and Jillian Hervey fronts H&M's new campaign for autumn 2016, accompanied by a new version of "She's a lady", created and performed by the duo Lion Babe.

Another remarkable H&M campaign launched last year with the same ad agency, Forsman & Bodenfors, featuring the voice-over of Iggy Pop shows how being yourself can be stylish however you see fit. But above all what really is cool is recycling items you no longer need.