Campaign Watch: H&M’s Feminist Dance-Off Is In Step With the Times


H&M Winona Ryder and Elizabeth Olsen

Starring award-winning actors Winona Ryder and Elizabeth Olsen, H&M’s upbeat spring 2018 campaign reveals what’s in store for the new season and makes a statement on strong women.

Featuring Young MC’s “Know How” as the soundtrack, the campaign features a diverse cast including models Andreea Diaconu, Anna Ewers, Imaan Hammam and Naomi Shimada, and singer/songwriter Andrea Valle.

The filming took place in Buenos Aires, where a tango of female empowerment and friendship (choreographed by Holly Blakey) spills out from a local café into the streets.

“The campaign really celebrates women in a very authentic way. I found that to be really refreshing and much needed right now in this culture. They’re celebrating themselves and each other,” Ryder said.

“It was wonderful to see how all the women on set were able to express their own personalities through the strong yet relaxed shapes of the Spring collection. The voluminous pieces in particular, moved so beautifully in the dance sequences,” added Pernilla Wohlfahrt, H&M’s Design Director.


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