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
