When you hear the word “lady” what does that mean to you? For us, it’s just another limitation put on women that’s associated with expected attributes, actions and qualities that went out of style with the pillbox hat. In an effort to challenge the old stereotype, H&M has launched a new ad, taking back the loaded word and redefining it as something strong and powerful.

Set to a new version of Tom Jones’ She’s A Lady by the duo Lion Babe, the ad features “entertaining, opinionated, off-beat and fearless, bad-ass, independent and free-willed” women including: Adwoa Aboah, Hari Nef, Heather Kemesky, Iselin Steiro, Neelam Gill, Katy Syme, actress Lauren Hutton, boxer Fatima Pinto, Pum Lefebure, co-founder of Design Army, artist Cajsa Wessberg, photographer and model Arvida Byström, and fashion director/stylist Pernille Teisbaek.

When most fashion advertising objectifies and sexualizes women, H&M continues to surprise us with their fresh, inclusive and on point marketing. More of this please!