IQ Exclusive

1 November 2022

Insight & Strategy: Here For It 

Contagious speaks to Mother London's strategy director, Imogen Carter and head of content, Vairi MacLennan about how a high street fashion retailer broke with category norms to resonate with young women on an emotional and cultural level

In October we covered the debut campaign from Mother London, for fashion retailer H&M in the UK. Here For It, a campaign that explores the interplay between young women’s fashion choices and moments in their lives, aims to shine an honest light on how young women feel about fashion during formative experiences.

In a series of 10-second spots, we see a girl going to a university lecture feeling naked without her earrings in, while in another ad we see a girl in an office setting, finding confidence in her choice of blazer.

The campaign launched on 1 September, and was supported with outdoor and social ads, featuring the ‘Here For It’ tagline in different scenarios. Throughout the rest of the year, H&M will work with content creators to continue adding to the Here For It platform, to add new and authentic perspectives on fashion that bring the concept to life.

To find out more about the underlying strategy, and how H&M successfully captured the tone and spirit of its target audience, we spoke to Mother’s Imogen Carter, strategy director, and Vairi MacLennan, head of content, who said:

  • This isn’t a one-off, the idea is for this work to kickstart a meaningful relationship with the brand

  • The key to the tone of the work is that it celebrates women for who and what they are, rather than adding to societal pressures

  • The team immersed itself in the culture of the target audience to steer clear of clichéd language and category conventions

  • By acknowledging the small, everyday feelings we have towards fashion, H&M identified something that often goes ignored in the glossy fashion world

Tell us about the target audience of this campaign and what informs their decision to purchase.

Imogen Carter: Our target was 18-24-year-old women in the UK and from the off, we intentionally avoided referring to them as ‘Gen Z’. Generational insight has its place, but if your starting point is trying to lump so many different people into one homogenous group, you often get to very generic tropes very fast.

The reality is that when you’re a young woman, what informs your decision to purchase is probably not just one thing, and probably changes day to day too. So a purchase decision might be driven by something as small as wanting to feel unreal on a Friday night or because you’re seeing it lots on TikTok. 

The category talks a big talk about individuality and just being your authentic self, ‘boss babe’ language. But read between the lines and what you’re left with is still this homogenised, unattainable vision of style and womanhood

Imogen Carter, Mother

Was there a brief for this campaign?

Carter: This was a really special brief for both us and H&M, in that it focused specifically on young women in the UK – most H&M UK campaigns aimed at young women had been adapted from global work – with the core marketing objectives to drive relevance, distinctiveness and preference.

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