Is this the most insulting ad on television?
HAS there ever been a more smug and selfsatisfied TV ad than H&m’s commercial for its new Autumn/Winter fashion collection? Watching it, I feel I’m being patronised to within an inch of my sanity.
For those who haven’t had the pleasure, it’s set to a remake of the old Tom Jones hit, She’s A lady, and features a selection of women doing distinctly unladylike things, such as picking their teeth and slouching on trains with their legs spread out like a man.
Another shot features a model stuffing her face with chips then lolling back on the bed to reveal hairy armpits.
yet another shows a plus-size lady’s larger-than-life bosoms, followed by a close-up shot of her rolls of tummy fat as she gazes admiringly in the mirror.
H&m’s stated aim is far nobler than merely flogging frocks. It says it wants to redefine what it means to be a lady; to replace the out-dated concept with an image of femininity that is — and I quote — ‘bad-ass, independent, freewilled, entertaining, opinionated and off-beat’.
That’s why the ad, shot in a variety of artfully dingy venues, features what H&m claims is a representative group.
These include American transgender model Hari nef, 23, British-Ghanaian model Adwoa Aboah, 24, the founder of something called Gurls Talk — a ‘platform for discussing social justice, feminism and gender equality’.
There’s also a shaven-headed Swedish artist, a muscle-bound female Thai boxer and (the admittedly gorgeous) 72-yearold U.S. model lauren Hutton.
I suppose I should be grateful that simply by purchasing a £19.99 shirt or taking advantage of a 3-for-2 offer on children’s pants I can, by association, be part of this brave new world.
BUT I’m afraid I hate it. First, for something that aims to celebrate authenticity, this short film is about as phoney and manufactured as they come.
It’s clearly been focus-grouped down to the last sequin — very possibly by a gathering of Jeremy Corbyn supporters.
Second, it’s based on the totally false premise that anyone who defies convention is by definition brave and to be admired. This, of course, is rubbish. looking different doesn’t imply daring. Some of the truly bravest people I know look very ordinary indeed.
But the real problem with this advert is the way it promotes such a narrow vision of what it means to be a woman — while purporting to do precisely the opposite.
let’s face it, most normal women don’t proudly show off their wobbly bits — they do everything they can to hide them. They don’t spend their time rolling round on hotel beds showing off their underarm hair, either.
They’re far too busy picking up towels, tidying bedrooms, packing lunches, soothing brows and generally holding their — and everyone else’s — lives together.
And yet, this advert implies, to be anything less than alternative marks you out as an incorrigible frump. That’s why I reckon H&m will find that far from widening their clientele, it narrows it.
These self-consciously alternative individuals will love it. But sensible women will do what they always do: roll their eyes in exasperation — and go to Spanish label Zara.
Its founder, Amancio ortega, has recently become the second richest man in the world. His strategy? A truly revolutionary one: selling clothes normal women actually want to wear.
Real women don’t want to be told how to think by an advertising agency or a focus group.
They just want a wide choice of flattering, moderately fashionable clothes at a nottoo-extortionate price.
Clothes such as the blue, £69.99 Zara jacket that everyone from the Duchess of Cambridge’s PA Rebecca Deacon down is wearing.
What’s its appeal? It fits, it flatters, it looks like it could be Chanel without obviously trying. And it won’t break the bank.
Which reminds me: there used to be a British brand that did the same sort of thing — until it became obsessed with hiring people such as Tracey emin and Alexa Chung to star in its ads.
you may have heard of it: marks & Spencer?