H&M has issued a love letter to young British women and their wardrobes.

It’s the first piece of work for H&M from Mother London since it won the creative account this year.

‘Here For It’ comprises five short ads that truthfully portray the relationship between what we wear and how it can affect our mood, such as feeling naked without hoop earrings or the positive impact of compliments from fellow fashionistas in bathrooms.

The work will be further amplified through social content and out-of-home (OOH) billboards, which have been intentionally launched during the key ‘back-to-school’ window.

“We wanted to capture the truthful interplay between young women and their fashion choices ... from nervous first-day energy to attempting ‘smart-casual’ at work, or not feeling ‘done’ until earrings are in, through to the pure unadulterated joy of a compliment from a stranger,” said Jess Reynolds, creative director at Mother London.

She continued: “It’s moments like these that are key when young women think of fashion. We stayed away from showing stereotypical ‘boss babes’ or an overly perfect glossy aesthetic, instead presenting them in a way that was actually relatable and authentic for our audience. Our social films and OOH are hopefully surprising and refreshing takes on fashion feelings that spread H&M Here For It vibes.”

Pete Davidson fronts H&M’s campaign for the everyman

Brand: H&M UK and Ireland

Client: Paulina Kårelius, head of customer activation and marketing H&M UK&I

Media agency: The7stars and Performics

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