H&M, the global fashion retail brand, is celebrating women empowerment and unity with an all-female dance party TV spot created by Adam & Eve/DDB for the launch of its Spring 2018 collection.
Featuring Winona Ryder and Elizabeth Olsen, the film shows both actresses dancing with joy on an upbeat music in Buenos Aires' streets. They are joined by other women who are renowned models (Andreea Diaconu, Anna Ewers, Naomi Shimada and Imaan Hammam), and singer Andrea Valle. The film ends with Winona Ryder's appearance, who embarks co-star Olsen for a sexy tango dance.
The print campaign – also shot on site – stars these models.
This refreshing and lively campaign shows what's in-store for the new season.
Pernilla Wohlfahrt, H&M’s design director, 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."