H&M

Take the Lead

F I L M | S O C I A L

H&M’s Spring campaign challenges the notions of patriarchy as the women take the lead in an epic Mambo set to Young MC’s “Know How”

For H&M SS18, we created a launch film starring Winona Ryder and Elizabeth Olsen, alongside Naomi Shimada, Imaan Hammam, Andrea Valle and Anna Ewers.

Set in a deserted, traditional Latino square, the film sees our posse of badass women take the lead from their male dance partners, coming together to dance with each other.

This is women dancing with women. This is strong femininity.

The film is currently the most viewed film on H&M’s channel, with over 22 million views.

Film by Gustav Johansson

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