Fashion rules are broken in a new campaign by H&M  which champions diversity in beauty and celebrates women who slay in their own lanes.
The global fashion brand’s first South African produced 360˚ campaign takes its  cues from the streets of downtown Johannesburg, featuring a cast who effortlessly embody the spirit of the H&M woman.

Looking all stylish in elegant garments. Picture: Supplied. 

Shot by Mzi Kumalo of Darling Films, the commercial parades parts of Newtown, Jeppestown and even goes into  the famous Park Station.

Elbré Kitshoff, Marketing Manager of H&M South Africa, says, “Our new campaign brings the playful, fashion-first  ethos of our brand to life, allowing our customers to explore and express their sense of self through our diverse  winter offering.” 

She adds, “For the commercial, we sought locations that would tell the story of our accessible,  high-quality fashion yet showcase this great city in its colourful splendor. Joburg was generous with its vibrant  sites, breathtaking sunsets and energetic spirit, resulting in a campaign which has a resonant local feel yet  captures the brand’s global tonality.”

Effortlessly cool in black jeans and pink pullover. Picture: Supplied.  

Coinciding with the TV commercial, a below-the- line campaign featuring eight fashion influencers offers a first  glimpse of the hero pieces that hit the stores on May 10. 

Bloggers Emma-Jane Menteath, Kenny Morifi-  Winslow, Rebecca Arendse, Thandolwethu Tsekiso, Pamela Zokuhle, Keesha Moore, Zoliswa Mbadu and Nabilah  Kariem-Peck deliver both key pieces and great basics styled their way and photographed by Niquita Bento.

A cool look: Black denim with a pink ruffle shirt. Picture: Supplied. 

Showcasing this season’s key looks, the collection is inspired by dark  florals, romantic prints in bloom and oversized, voluminous knits for easy living. Ankle crop frayed jeans and  vintage high waists also feature prominently amongst the season’s standout stars. These and other statement  pieces are part of an inspired collection, with updated staples giving the range a fresh edge.

H&M’s new collection launches countrywide today and can be viewed online at