H&M’s Here for it Platform Captures Young Women’s Relationship with Fashion

H&M collaborates with Mother London to send a love letter to young British women and their wardrobes; the agency’s first work for the brand is a mix of always-on social content and heroes, as well as eye-catching OOH, launched for the key ‘back to campus’ window.

Using information gleaned from hours of conversations with young women across the UK, H&M and Mother sought to understand how what women wear tells a story about how they feel: about what she reaches the days of swollen periods to what she just isn’t herself without, to the joy of compliments from other women at a party. In the glittering world of fashion, small truths (sometimes the size of an earring) like these often go unrecognized.

Paulina Kårelius, Head of Customer Activation and Marketing at H&M UK&I, said: “The relationship between what we wear and how we feel runs deep. Being a young woman can feel joyful, vulnerable, powerful – and everything in between. We wanted this work to be an honest window into the young woman.

“The Here for It platform speaks with sincerity about the relationship of young women to fashion, in all its complexity. Fashion can be the beacon of who we are and something we want to hide behind. It can be where we find our confidence and how we find our friends. It can be the one thing we want to focus on and then everything we want to ignore. It can improve how we feel about an entire day and it can ruin an entire night.

The campaign’s Back to Campus elements, starting September 1, celebrate the multitude of feelings towards fashion at this crucial time, to foster confidence by embracing both positive and negative age-related experiences. It’s a time of year that represents formative life experiences for many women – whether it’s entering the bewildering world of work, leaving home to study, or returning to school. . The campaign highlights the emotional relationship between women and their clothes in these times.

Jess Reynolds, Creative Director at Mother London, added: “We wanted to capture the truthful interplay between young women and their fashion choices…from the nervous energy of day one, to the attempt at ‘casual chic ‘ at work, or not feeling ‘done’ until the earrings are in, down to the sheer joy of a compliment from a stranger.

“It’s moments like these that are key when young women think about fashion. We refrained from showing stereotypical “boss babes” or overly perfect shiny aesthetics, instead presenting them in a way that was genuinely relatable and authentic to our audience. Our social and OOH films are hopefully surprising and refreshing takes on the sentiments of fashion that spread the H&M Here For It vibes.

Back to Campus selection.

Throughout 2022, an always-on approach to social puts Here For It in the hands of content creators, amplifying their true feelings about fashion.

Vairi MacLennan, Head of Content at Mother London, said: “Social is central to the relationship between young women and fashion, as an ever-accelerating trend cycle brings both pressures and pleasures. Together with H&M, we’ve created an Always On Newsroom to monitor this cycle, combining real-time data with real conversations with young women to identify and understand the most important style topics. Alongside influencer specialists, Whalar, we engaged with young female creators to bring each topic to life, sharing their perspective on what it means to be there for it.


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