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H&M teamed up with Mother London to send a love letter to young British women and their wardrobes; The agency’s first work for the brand is an ever-lit and heroic mix of social content and eye-catching OOH, for the “Back to Campus” button.
Using insights gleaned from hours of conversations with young women across the UK, H&M and Mother set out to understand how the clothes women wear tells the story of how they feel: from what you experience during your period to what’s easy on yourself, to the joy of a night out from other women. In the glitzy world of fashion, little (and sometimes ear-piercing) truths like these are often frowned upon.
Paulina Karelius, H&M UK&I Head of Customer Inspiration and Marketing commented: “The connection between what we wear and how we feel is profound. Being a young woman can feel happy, vulnerable, powerful – and everything. We want this work to be a true window into young womanhood.
“Here for It Forum really speaks to young women’s relationship with fashion – in all its complexity. Fashion can be a symbol of who we are, and something we want to hide behind. It can be where we gain confidence and how we make friends. It may be the only thing we want to focus on and then the only thing we want to ignore. It can improve our mood about an entire day, and ruin an entire night.
The campaign’s Back to Campus episodes, which will run from September 1, celebrate the many sensibilities of this critical season for fashion, capturing the positive and negative experiences associated with this era to foster self-confidence. It’s a time of year that for many women represents formative life experiences – entering the hectic world of work, leaving home or going back to school. The campaign shows the emotional connection between women and their clothes in these times.
Jess Reynolds, Creative Director of Mother London, added: “We wanted to capture the real interaction between young women and their fashion choices… from nervous first-day energy, to trying ‘smart-casual’ at work, or not feeling ‘done’ until it’s an earring, they’re in, to clean Unadulterated compliments from strangers.
“It’s moments like these that are key when young women think about fashion. We stayed away from portraying stereotypical ‘boss babies’ or overly perfect glossy beauty, instead presenting them in a way that was realistically relatable and authentic to our audience. We hope that our social films and OOH are exciting and refreshing fashion sensations with H&M Here For It vibes.”
Option to return to campus.
In the year Here for It puts them in the hands of content creators for an always-on social approach in 2022, highlighting their true passion for fashion.
Varie McLennan, head of content at Mother London, said: “Social is at the heart of the relationship between young women and fashion. Together with H&M, we’ve created an always-in-the-news department to track this cycle, integrating real-time data with young women to identify and understand the most important style topics. Alongside influential specialists, Waller has partnered with young female creators to bring each title to life, sharing their perspective on what it means to be here for him.
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