H&M Autumn Collection Commercial Model

H&M showcases its new Autumn collection in a commercial that encourages women to explore themselves and embraces all sides of who they are.

The 30-second spot, titled “For Every You” and aimed at highlighting that this season’s new fashion let you be creative, expressive and ever-changing, features multiple versions of a woman wearing different styles from the new collection, suitable for a variety of occasions, from a day at the office, a night out, and a gym training session. As four of the woman’s clones are hanging around her, a fourth clone shows up, wearing a wide-cut dress, leaving the other ones asking themselves who was that. “I guess it’s a new season,” answers the protagonist, who’s having her hair wet after shower and is still wearing a bathrobe.

The Autumn collection, launched September 13 and available in stores and online, includes pieces for every type of person including the bohemiam type, which has flowing dresses, billowing blouses, crochet lace and lots of accessories as key style elements, the Business type, which is represented by suits, shirts and knitwear in premium fabrics, classy make-up and nails, the comfortable type, who prefers cozy, oversized knits, loose-fitting styles, and just-got-out-of-bed hair, the party type, who enjoys wearing head-turning dresses, chic tops, statement coats and high wheels.

These types of woman have been illustrated by models Mayowa Nicholas, Andreea Diaconu, and Sui He, who posed for the Swedish brand’s new campaign wearing outfits that included cool-blend coat, leather ankle boots, blouse with smoking, off-the-shoulder sweater, knit turtleneck sweater, V-neck buttoned blouse, and more.