H&M has launched its Spring 2018 campaign, aimed at celebrating women empowerment, with a commercial starring award-winning actors Winona Ryder and Elizabeth Olsen, singer/songwriter Andrea Valle and a host of supermodels.
The ad, shot in Buenos Aires, opens with a glimpse to Winona, who’s seen putting her hair behind a ear and showcasing a earring, and with Olsen dancing in a local cafe’ with a man with no enthusiasm or passion. Things change when another woman takes his place. Supermodels Andreea Diaconu, Anna Ewers, Imaan Hammam, and Naomi Shimada also make an appearance, dancing in the city streets, getting everyone’s attention and even making elderly ladies grooving to the beat of Young MC’s “Know How”, which serves as the soundtrack for the campaign film.
The Spring collection includes, according to the Swedish fashion brand, “fun, feminine and floral-printed pieces” that “take on voluminous shapes for statement-making modern women all around the world”, and “wardrobe heroes such as flowing dresses, wide-leg trousers, jeans and sophisticated blouses” that are updated with embroidery, asymmetric hems and cascading ruffles. Black and white dominate with pops of red and light blue.
The H&M Spring 2018 collection will launch in stores and online on 22 March.
Winona Ryder said, in a press statement, she loves “the way that the campaign really celebrates women in a very authentic way.” “I found that to be really refreshing and much needed right now in this culture. They are celebrating themselves and each other,” she also added, mentioning that “It was such a thrill to be in Buenos Aires for the H&M Spring campaign, and more importantly, to be surrounded by such a wonderful cast of strong women”.
Ryder also stars in Pantene’s “Comeback” campaign for its relaunched U.S. hair-care line, appearing in a commercial that premiered during this year’s Golden Globes.