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H&M's New Feminist Campaign Is Totally Badass And Redefines What 'Ladylike' Is


H&M is celebrating independent and free-willed women in the most badass way possible.

The Swedish brand's new "entertaining, opinionated, off-beat and fearless" campaign video shows women and their "ladylike" behaviour ... women of every shape, size and race, that is. And "ladylike" behaviour that destroys the idea of traditional womanhood — how we look, how we act, how we think.


With Lion Babe giving her girl power spin on Tom Jones' 1971 (misogynist) hit "She's a Lady," the ad, which stars models Lauren Hutton and Adwoa Aboah, transgender actress and model Hari Nef, co-founder and chief creative officer of ‘Design Army’ Pum Lefebure and Lion Babe singer Jillian Hervey, sees women doing it all with "style and grace," including showing off fully-grown armpit hair, picking food out of their teeth with a fork and unzipping their jeans to enjoy some good ol' French fries.

The campaign is a spectacular visual that aims to challenge society's view of what femininity means, all while kicking female stereotypes to the side.

And women all around the world are singing H&M's praises:

And what do we say? BRAVO, H&M!

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