H&M encourages women to shape their denim in a new commercial, that presents the retailer’s new fit with premium smart stretch technology: Embrace.
The spot features four models of different shapes and sizes rocking Embrace jeans in a city square, on a sunny day, while in the background the song “Flickering Lights” by Amanda Bergman is playing.
With its high waist and super-skinny ankle, the Embrace jeans come in two shades of blue: classic indigo and light wash with worn details. According to the Swedish fashion retailer, the more you stretch your jeans over certain areas of your body, the more the fabric performs to hold and support your unique form.
The Embrace High Ankle Jeans are now available for purchase in stores and online for $39.99. Other pieces featured throughout the ad are a lyocell shirt ($34.99), an off-the-shoulder dark blue/striped top ($19.99), a knit wool blend sweater in yellow ($34.99), a white T-shirt ($4.99) worn with a short denim blue jacket ($14.99) over it, as well as a variety of accessories.