The list of what a woman should be and look like to be considered a “real lady” is endless – and outdated. To showcase this, we casted a wide variety of women from every part of the world, who all contribute to redefining what a lady is today: Hari Nef, actress, model and trans activist, Paloma Elsesser, body positive model and fashion icon, Pum Lefebure, multi-awarded business leader and Lauren Hutton, ground-breaking super model and business woman, to name a few. To create a real anthem, we used the 1971 Tom Jones hit song "She’s a lady" in which the ideal lady is described as one who "knows her place" – only this time around, that place is at the head of a board room table. The scenes in the film, and the women selected, each contrast the original intent of the lyrics, giving it an entirely new meaning.

The main film showcases 15 famous women in different walks of life. Five of them – model and Gurl Talk founder Adwoa Aboa, trailblazing super model Lauren Hutton, business leader Pum Lefebure, actress, model and trans activist Hari Nef and singer Jillian Hervey (who also sings the new She’s A Lady anthem) – were also highlighted in interviews about redefining oneself and supporting other women, at HM.com and in social media. All participating women had a unique PR strategy for lifting these important issues in their own way. After that, the main film was launched on Youtube, and 30 sec cut-downs have also been aired on TV across 60 markets. We also worked together with blogs, local influencers and target media/fashion and music magazines to further increase the reach. The new version of "She's A Lady" was also released on Spotify by popular demand.

The fall fashion campaign became one of H&M’s most engaging campaigns ever. It has garnered major attention both with young women all across the globe, as well as journalists with over 570 articles written (an estimated advertising value equivalency of $26,033,575). The campaign films got a total of 10,2 million views on social media only. The campaign message sparked a conversation within H&M target audiences and other stakeholders, resulting in over 5,7 million in engagement, and over 21 000 posts on Instagram during the campaign period on the hashtag #shesalady – that actually was invented by the target audience itself. The song “She’s A Lady” has over 5,9 million streams.